Here are my slides from the recent B2B Marketing The Evidence Event. Learn what you need to build a dynamic and effective B2B Marketing Team. Oh, and look out for the hamster.

1. garethcase.com
HOW BEST TO BUILD A DYNAMIC AND
EFFECTIVE B2B MARKETING TEAM
#TheEvidence
March 20th 2014

2. FYI – I GOT THE MEMO
PETE

3. garethcase.com @gareth_case
INTRODUCTION
A BIT ABOUT ME
• 15 YEARS RUNNING B2B MARKETING TEAMS
• GLOBAL MARKETING DIRECTOR FOR XCHANGING PLC AND XUBER
• MANAGE A MULTI-DISCIPLINE, INTERNATIONAL MARKETING TEAM
• AUTHOR OF B2B MARKETING BLOG – GARETHCASE.COM
• B2B MARKETER OF THE YEAR 2013 FINALIST

4. HANDS UP IF YOU MANAGE
A MARKETING TEAM

5. SO…
WHERE DO WE START?
WELL IT’S SIMPLE,
YOU JUST NEED TO
REMEMBER 3 THINGS.

6. KNOWLEDGE INNOVATION
SPECIALISATION

7. PART 1
KNOWLEDGE

8. THE KNOWLEDGE YOU NEED WHEN
BUILDING A MARKETING TEAM FALLS INTO 3
CATEGORIES
• TECHNICAL
• BUSINESS
• MARKET

9. garethcase.com @gareth_case
WAY BACK WHEN IN
1999…
EMAIL TELEPHONE
FAX DIRECT MAIL

10. garethcase.com @gareth_case
THAT. WAS. IT.

11. NO SOCIAL MEDIA
NO ANALYTICS
NO AUTOMATION
NO CMS
NO DIGITAL ADVERTISING
NO MOBILE MARKETING
THE LIST IS ALMOST ENDLESS

12. garethcase.com @gareth_case
TODAY?
WELL TODAY, WE
HAVE NO EXCUSES

13. KNOWLEDGE INNOVATION
SPECIALISATION

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SO WHEN WE CONSIDER
KNOWLEDGE…
MODERN MARKETING LEADERS
MUST UNDERSTAND THIS
WORLD. IT‟S NOT OPTIONAL.
SERIOUSLY.

15. garethcase.com @gareth_case
THIS NEW EXCITING WORLD
SHOULD BE A MARKETING LEADERS‟
DREAM. YET MANY MARKETERS
(FROM THE 90‟S) STILL REVERT
BACK TO TYPE. (USUALLY MINUS
THE FAX MACHINE. BUT NOT
ALWAYS)

16. garethcase.com @gareth_case
EMAIL
TELEPHONE
DIRECT MAIL

17. “THOSE PEOPLE WHO DEVELOP THE
ABILITY TO ACQUIRE NEW AND
BETTER KNOWLEDGE THAT THEY CAN
APPLY TO THEIR WORK AND TO THEIR
LIVES, WILL BE THE MOVERS AND
SHAKERS IN OUR SOCIETY FOR THE
INDEFINITE FUTURE.”
BRIAN TRACY

18. UNDERSTAND THE WORLD WE
ARE OPERATING IN TODAY (AND
TOMORROW). IF YOU DON‟T
INVEST TIME AND EFFORT IN IT
NOW. YOU SHOULD INVEST TIME
AND EFFORT IN LOOKING FOR A
NEW CAREER.

19. garethcase.com @gareth_case
SO WHAT DO YOU
NEED TO DO?

20. garethcase.com @gareth_case
LESSON
TO BE ABLE TO BUILD A
DYNAMIC AND EFFECTIVE
MARKETING TEAM. YOU
NEED TO KNOW YOUR SHIT.

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ASK YOURSELF:
CAN YOU REALLY MANAGE A TEAM,
A BUDGET OR EVEN AN AGENCY
PROPERLY IF YOU DON‟T HAVE A
BASE LEVEL OF TECHNICAL
UNDERSTANDING ACROSS THE
MODERN MARKETING MIX?

22. AND THEN…
THERE‟S BUSINESS KNOWLEDGE

23. garethcase.com @gareth_case
LESSON
YOU NEED A TEAM THAT
KNOW‟S THEIR SHIT TOO. GET
AROUND YOUR BUSINESS AND
UNDERSTAND YOUR
OFFERINGS. INSIDE OUT.

24. AND FINALLY…
THERE‟S MARKET KNOWLEDGE

25. garethcase.com @gareth_case
LESSON
TO BE ABLE TO BUILD A
DYNAMIC AND EFFECTIVE
MARKETING TEAM. YOU NEED
TO EXPLICITLY UNDERSTAND
YOUR CUSTOMER AND THEIR
ENVIRONMENT.

27. THE EVIDENCE?

28. garethcase.com @gareth_case
TALKTALK BUSINESS
• COMPLETE RESTRUCTURE OF THE MARKETING TEAM
• A SHIFT TO CUSTOMER CENTRICITY
• A MENTORSHIP PROGRAMME TO IMPART KNOWLEDGE
THROUGHOUT THE TEAM
• COMPREHENSIVE EXAMINATION OF CUSTOMER MARKET
THE RESULTS?
• BETTER UNDERSTANDING OF CUSTOMER REQUIREMENTS
• PRODUCTION OF HIGHLY TARGETED CUSTOMER PROPOSITIONS
• NEW CONTENT CREATION FRAMEWORK BASED ON THE CUSTOMER
BUYING CYCLE

30. garethcase.com @gareth_case
MACE
• DEVELOPMENT AND IMPLEMENTATION OF A MARKETING PLANNING
FRAMEWORK
• CREATION AND LAUNCH OF A CONTENT ARCHIVE FOR MARKETING
THE RESULTS?
• ABILITY TO TRACK THE BUYER JOURNEY MORE ACCURATELY
• ASSISTED MARKETING TO FACILLITATE BETTER PITCHES, MORE
CLOSELY ALIGNED TO CLIENT BRIEFS

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LESSON
CATHERINE GREEN AT MACE AND PAUL
HIGGINS AT TALKTALK CLEARLY KNOW
THEIR SHIT. DEMONSTRABLE
APPLICATION OF KNOWLEDGE
ENHANCED THEIR MARKETING TEAMS‟
PERFORMANCE AND HELPED DEFINE
THEIR STRATEGY. SIMPLE.

33. PART 2: INNOVATION

34. garethcase.com @gareth_case
MARKETS ARE MORE
COMPETITIVE THAN EVER
BEFORE. THE NEED TO
DIFFERENTIATE IS VITAL TO
THE SUCCESS OF YOUR
ORGANISATION. INNOVATION
UNLOCKS POTENTIAL.

35. garethcase.com @gareth_case
ENCOURAGE
INNOVATION
WITHIN YOUR
TEAM AND
BUSINESS.

36. “INNOVATION
DISTIGUISHE
S BETWEEN
A LEADER
AND A
FOLLOWER”
STEVE JOBS

37. garethcase.com @gareth_case
LESSON
INNOVATION CAN BE A
BEHAVIOUR AS LONG AS YOU
EMBRACE IT. IT DEMANDS AN
OPEN MIND OF LEADERSHIP
AND THE ABILITY TO LISTEN.

38. garethcase.com @gareth_case
BUT IT CAN COME IN MANY
SHAPES AND SIZES. PEOPLE
OFTEN RELATE INNOVATION TO
PRODUCT DEVELOPMENT.
LOOK UNDER THE COVERS OF
YOUR BUSINESS AND YOU‟LL
FIND IT EVERYWHERE…

39. THE EVIDENCE?

40. garethcase.com @gareth_case
02 ENTERPRISE
• WANTED TO DEMONSTRATE THE BENEFITS OF ITS FLEXIBLE
WORKING OFFERING.
• THEY SHUT THEIR HEAD OFFICE IN SLOUGH FOR 1 DAY FORCING
2500 TO WORK FROM HOME.
THE RESULTS?
• 331 LEADS WERE GENERATED AS PART OF THE WORKING FROM
HOME INITIATIVE WITH 46 QUALIFIED OPPORTUNITIES

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DELL
• USED KNOWLEDGE OF INHOUSE MAKRETING CAPBILITY TO
EXERCISE A RESTRUCTURING PROGRAMME MERGING 4 BUSINESS
UNITS INTO A SINGLE, GLOBAL MARKETING FUNCTION
THE RESULTS?
• 69% INCREASE IN LEADS Y0Y
• LEADS PROCESSED 63% FASTER THAN PREVIOUS YEAR
• OPERATING COSTS REDUCED BY 61% YOY

42. garethcase.com @gareth_case
LESSON
THE GREATEST
INNOVATORS ARE
TYPICALLY FEARLESS. IF
YOU WANT GREAT
REWARD, YOU NEED TO BE
WILLING TO TAKE THE RISK.

43. PART 3: SPECIALISATION

44. “EVERYONE IS A
GENIUS. BUT IF
WE JUDGE A FISH
BY ITS ABILITY
TO CLIMB A
TREE, IT WILL
LIVE ITS WHOLE
LIFE BELIEVING
IT IS STUPID”
ALBERT EINSTEIN

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GENERALISTS
VS
SPECIALISTS

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A „GENERALIST‟ FOR CLAIRITY
STRONG DOMAIN EXPERIENCE
AND SOUND UNDERSTANDING
OF THE FULL MARKETING MIX.
TYPICALLY MARKETING
MANAGER / EXEC

47. garethcase.com @gareth_case
A „SPECIALIST‟ FOR CLAIRITY
IS FOCUSSED ON A SPECIALIST
AREAS OF MARKETING
EXCLUSIVELY.
E.G. SOCIAL MEDIA MANAGER,
CONTENT MARKETING MANAGER,
PR MANAGER, EVENTS MANAGER,
DESIGNER, SEO MANAGER ETC.

48. garethcase.com @gareth_case
A WORKING CASE STUDY
XCHANGING TECHNOLOGY MAKETING TEAM
2 X
MARKETING
MANAGERS
1 X
MARKETING
EXEC
SOCIAL
MEDIA
MANAGE
R
PR AND
EXTERNA
L COMMS
MANAGE
R
EVENTS
MANAGE
R
CONTEN
T
MANAGE
R
INTERNA
LCOMMS
MANAGE
R

49. garethcase.com @gareth_case
IT‟S SCALABLE.
IT‟S EFFICIENT.
IT‟S FOCUSSED.

50. garethcase.com @gareth_case
LESSON
IF YOU HAVE THE LUXURY OF
HEADCOUNT, RECRUIT
GENERALISTS WITH DEEP DOMAIN
EXPERIENCE AND SPECIALISTS TO
SUPPORT THEM. IF YOU DON‟T
HAVE HEADCOUNT, FIGHT FOR IT.

51. garethcase.com @gareth_case
LESSON
IF YOU LOSE THE FIGHT, GET YOUR
WEAPON OUT…
#NOTAEUPHAMISM
THEY WILL THANK YOU FOR IT
LATER. (THE TEAM THAT IS, NOT
YOUR „WEAPON‟)

52. THE EVIDENCE?

53. garethcase.com @gareth_case
MACE
• INTEGRATED THEIR MARKETING FUNCTION, FOCUSSED ON 5
SPECIFIC DISCIPLINES; MARKETING, COMMUNICATIONS, PR, BID
MANAGEMENT AND CUSTOMER SATISFACTION
THE RESULTS?
• EACH DISCIPLINE HAS BEEN ALLOCATED A STRATEGIC OWNER
WHO RUNS A FOCUSSED, SKILLED TEAM.
• COLLABORATION AND VISIBILITY OF PROJECTS HAS VASTLY
IMPROVED AND THE TEAM IS NOW MORE FOCUSSED

54. garethcase.com @gareth_case
DELL
• ACTIVELY ENCOURAGED INDIVIDUALS WITHIN THE MARKETING
TEAM TO BECOME THOUGHT LEADERS AROUND SPECIFIC
MARKETING DISCIPLINES.
THE RESULTS?
• A SERIES OF TOWN HALL EVENTS HAVE TAKEN PLACE TO EDUCATE
THE INTERNAL AUDIENCE WITH THE TOPICS INCLUDING:
• BEST PRACTICES IN LEAD MANAGEMENT
• REPORTING ENHANCEMENT IN MARKETING CAMPAIGNS
• THE IMPORTANCE OF FAST LEAD TURNAROUND.

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SOME KEY
TAKEAWAYS

56. garethcase.com @gareth_case
UNDERSTAND THE TECHNICAL
AND TACTICAL SIDE OF
DELIVERING MARKETING
ACTIVITY.
IF YOU DON‟T THEN YOU
SHOULDN‟T BE MANAGING IT.

57. garethcase.com @gareth_case
DON‟T BE AFRAID TO PUSH
THE BOUNDARIES AND TAKE
CALCULATED RISKS.
INNOVATION, AND THEREFORE,
THE FUTURE OF YOUR
BUSINESS, DEPENDS ON IT.

58. garethcase.com @gareth_case
THERE IS NO POINT IN
BEING AN INCH DEEP AND A
MILE WIDE.
FOCUS YOUR TEAM,
SPECIALISE AND REALISE
THE REWARDS

59. garethcase.com @gareth_case
THANK YOU