What Does a B2B Marketer Do?
While many marketers are in the DTC / B2C space, there is an entirely different segment of marketers doing B2B marketing - also known as business-to-business marketing.
A B2B marketer promotes products or services to other businesses rather than individual consumers. Here are some examples: a marketing agency selling its services to an e-commerce store or a packaging company selling its boxes to Amazon.
B2B marketers use various marketing techniques, such as email marketing, content marketing, and social media marketing, to reach their target audience and convert them into paying customers. B2B marketers also work closely with sales teams to generate leads and improve overall business growth.
B2B strategy
A B2B marketing strategy is a plan of action for businesses that sell products or services to other businesses. It involves identifying the target market, understanding their pain points and needs, and creating a message that resonates with them.
B2B marketing strategies also include identifying the most effective channels to reach the target audience, such as trade shows, online advertising, or email marketing, and optimizing campaigns for maximum impact.
Finally, B2B marketers use data and analytics to measure the effectiveness of their strategy and adjust it as needed to achieve their business goals.
Persona research
Persona research refers to creating fictional representations of a business's ideal customers based on market research and data analysis. The goal of persona research is to better understand potential customers' characteristics, preferences, and behaviors to create more effective marketing strategies.
Gathering information about factors such as demographics, interests, pain points, and buying behaviors, and using that information to create a detailed profile of the ideal customer.
By understanding the needs and motivations of their target audience, B2B marketers can develop campaigns and messaging that resonate with their customers and drives results.
Content creation
Content creation is the process of developing and producing marketing materials to reach a specific audience.
In the B2B marketing world, content creation involves developing high-quality, informative, and engaging materials that address the target audience's specific needs and pain points. This can include blog posts, whitepapers, case studies, videos, webinars, and more.
Content creation aims to establish the business as an authority in its field, build trust with potential customers, and ultimately drive conversions and revenue.
Reporting and optimization
Reporting and optimization are important aspects of any B2B marketing strategy. Once a campaign has been executed, it is critical to analyze the results and identify areas for improvement.
Through reporting, B2B marketers can determine which tactics and strategies are working and which are not. They can use this information to adjust their approach and optimize their campaigns to achieve better results. This may involve tweaking targeting criteria, adjusting messaging, or trying out new tactics.
The key difference between strategy and execution is circling back on campaign success through reporting on KPIs and evolving the marketing tactics from there.
Campaign creation
B2B campaign creation is the process of developing and executing a targeted marketing initiative that seeks to engage and convert a specific group of business prospects. It involves developing a detailed plan that includes choosing the right channels, messages, and calls to action that resonates with the target audience.
The campaign must be designed to address the target audience's specific pain points, needs, and interests, and should include metrics that allow for tracking and measuring success. The ultimate goal of B2B campaign creation is to generate qualified leads that can be nurtured into long-term business relationships.
Why hire a B2B marketer?
Hiring a B2B digital marketing consultant can bring a wealth of knowledge and expertise to a company's marketing efforts, leading to more effective strategies and higher ROI. B2B marketers are skilled at understanding the nuances of targeting other businesses and can create tailored campaigns to reach those specific audiences.
After all, how can people buy from your business if they don’t know you exist?
How much does it cost to hire a B2B Marketer?
The cost of hiring a B2B marketer varies depending on the scope of the project, the level of expertise required, and the location of the marketer.
Some B2B marketers charge by the hour, while others may charge a flat rate or project-based fee. It's important to discuss budget and pricing upfront with potential B2B marketing candidates to ensure that expectations are aligned and that both parties are satisfied with the arrangement.
How do I hire a B2B marketer?
Looking to take your B2B marketing strategy to the next level? Here's what you need to know to find and hire the right B2B marketer for your business.
Define needs
Before hiring a B2B marketer, it's essential to define your needs and goals to ensure you hire the right professional for the job. Assess your business objectives, target audience, and marketing budget to identify the type of B2B marketing professional you need, whether it's a strategist, content creator, SEO specialist, or PPC expert.
Agency vs B2B marketing freelancer
It's crucial to understand the difference between B2B marketing agencies and B2B marketing freelancers before making a hiring decision.
B2B agencies usually have a team of specialists who can provide a wide range of marketing services, whereas B2B freelancers work independently and specialize in a specific area of marketing.
While B2B agencies offer a broad range of services, they tend to be more expensive, whereas B2B freelancers offer more flexibility and affordability.
Choose your platform
There are various platforms to choose from when hiring a B2B marketer, including job boards, freelance marketplaces, and agency directories. Each platform has its benefits and drawbacks, so it's essential to research and compares them to find the right one for your needs.
Since the remote-work revolution, there is no shortage of job marketplaces to find talent for your business.
However, many of these platforms do not have a personalized vetting process like Mayple does. To be a freelancer on our platform, there is a series of interviews to vet the marketers' skills making it the quickest and most guaranteed platform for hiring the best marketing candidates online.
Skills your B2B marketer should have
Ready to hire a B2B marketer for your business? Here are some essential marketing skills to ensure your freelancer or agency is adept in.
Content marketing
Content is the backbone of any successful marketing strategy. Creating quality and informative content can help businesses establish themselves as thought leaders in their industry, attract new leads and engage with their target audience.
SEO
Having knowledge of SEO principles can help drive traffic to your website and increase organic visibility. SEO is a long-game marketing tactic but can help save you dollars in the long run on your marketing advertising budget as you are earning your visitors.
Digital Marketing
Digital marketing is critical for reaching and engaging with customers in today's business world. From creating effective email campaigns to utilizing SEO strategies and social media marketing, a B2B marketer with digital marketing skills can help businesses increase their online presence, generate leads, and drive revenue growth.
Social media
Social media is a powerful tool for building relationships, increasing brand awareness, and driving traffic to a company's website. Social media platforms provide an opportunity to engage with potential customers and industry influencers, and to establish the company's thought leadership in the industry.
It’s important for B2B marketers to have some knowledge of social media marketing so that your business can have a solid online presence.
Email marketing
Email marketing is a crucial aspect of B2B marketing, allowing marketers to communicate directly with their audience, nurture leads, and drive conversions. A skilled B2B marketer should know about email marketing best practices, including segmentation, automation, and email design, to create effective campaigns that resonate with their target audience.
Understanding data
Data analysis is critical in making informed decisions, identifying trends, and measuring the success of marketing campaigns. The ability to interpret data can help marketers optimize their strategies and improve their return on investment.
10 questions to ask B2B marketers when hiring them
- Can you describe your previous experience with B2B marketing?
- How do you approach creating a B2B marketing strategy?
- How do you measure the success of a B2B marketing campaign?
- Can you give an example of a successful B2B marketing campaign you’ve led in the past?
- What tools and technologies do you use for B2B marketing?
- How do you stay up-to-date with the latest trends and best practices in B2B marketing?
- What is your process for creating and executing a content marketing plan for a B2B company?
- How do you approach lead generation and lead nurturing for B2B clients?
- Can you explain your experience with SEO and how it fits into a B2B marketing strategy?
- What is your experience with analyzing data and how do you use it to inform your B2B marketing decisions?
- What is your experience with digital marketing tools?
- What is your favorite digital marketing book?
Not in the B2B space? Check out our list of the top vetted B2C marketers for hire.
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