What are the core activities of a marketing manager in B2B companies?
Posted: Sat Jan 25, 2025 8:39 am
Marketing activities are derived from the key results that are sought to be obtained and these in turn are derived from the key objectives of the business.
So to think about marketing activities you have to do it in relation to key results and key objectives.
One of the most important goals of B2B marketing is demand generation – that is, lead generation, lead nurturing and company positioning.
In relation to this objective, one of the most important key results in B2B Consultative Sales companies is the number of meetings with potential clients achieved and the visibility of the value proposition in digital channels.
So the key activities of a b2b marketing manager are:
Being able to coordinate all the actions of the marketing and demand generation plan
Interact with all people involved in the project to ensure that deadlines and deliveries finance directors email list are met on time and in the correct manner.
Keep an eye on compliance with key results metrics
Be the link with management to communicate the progress of the plan and with the teams to communicate the vision of the strategy
Promote and facilitate spaces where new ideas and ways to increase demand generation can be developed
What is the 80/20 pareto of these activities?
According to Wilfredo Pareto, who formulated one of the most used maxims in business and marketing, 80% of the results come from 20% of the actions we take.
Following this rule, ask yourself: what is that 20% of marketing activities that are generating the greatest impact on results?
In my experience, I think that the most important thing is to constantly keep the focus on the project and ensure that the teams maintain their attention (and execution) on the important issues: on the levers that mobilize results.
For example, ensuring that established metrics are met and using predictive indicators that allow us to see how we are truly evolving.
But the quality with which these activities are carried out is also very important. For example, that the message sent is personalized, that it is related to the product-client fit, that we are talking to the right person in the right company… In other words, the details make the difference.
On the other hand, it is not only necessary to do, but also to show what we do. And although it may seem a bit like a salesman, it is necessary to know how to communicate progress in order to continue to gain the trust of the managers who decide on our budget.
In this sense, reporting activity is key.
It is not about putting together “mega reports,” but about effectively communicating the central ideas of what we are achieving, the impact of the actions we are conducting.
For management, a simple, easy-to-read email with three or four points containing the strongest conclusions about what is being done and what is progressing (and what is not and why) is enough.
So to think about marketing activities you have to do it in relation to key results and key objectives.
One of the most important goals of B2B marketing is demand generation – that is, lead generation, lead nurturing and company positioning.
In relation to this objective, one of the most important key results in B2B Consultative Sales companies is the number of meetings with potential clients achieved and the visibility of the value proposition in digital channels.
So the key activities of a b2b marketing manager are:
Being able to coordinate all the actions of the marketing and demand generation plan
Interact with all people involved in the project to ensure that deadlines and deliveries finance directors email list are met on time and in the correct manner.
Keep an eye on compliance with key results metrics
Be the link with management to communicate the progress of the plan and with the teams to communicate the vision of the strategy
Promote and facilitate spaces where new ideas and ways to increase demand generation can be developed
What is the 80/20 pareto of these activities?
According to Wilfredo Pareto, who formulated one of the most used maxims in business and marketing, 80% of the results come from 20% of the actions we take.
Following this rule, ask yourself: what is that 20% of marketing activities that are generating the greatest impact on results?
In my experience, I think that the most important thing is to constantly keep the focus on the project and ensure that the teams maintain their attention (and execution) on the important issues: on the levers that mobilize results.
For example, ensuring that established metrics are met and using predictive indicators that allow us to see how we are truly evolving.
But the quality with which these activities are carried out is also very important. For example, that the message sent is personalized, that it is related to the product-client fit, that we are talking to the right person in the right company… In other words, the details make the difference.
On the other hand, it is not only necessary to do, but also to show what we do. And although it may seem a bit like a salesman, it is necessary to know how to communicate progress in order to continue to gain the trust of the managers who decide on our budget.
In this sense, reporting activity is key.
It is not about putting together “mega reports,” but about effectively communicating the central ideas of what we are achieving, the impact of the actions we are conducting.
For management, a simple, easy-to-read email with three or four points containing the strongest conclusions about what is being done and what is progressing (and what is not and why) is enough.