Effective B2B marketing comes from engaged employees
The materials created for content marketing campaigns may be an audience's first encounter with a company brand. Owners and managers want engaged employees with enthusiasm and aspirations of business success producing those first impressions.
Modern research, however, indicates many marketing professionals are unhappy at their current job and look for new opportunities. Dissatisfied employees may hurt B2B marketing efforts and companies need to look for strategies to keep their top talent engaged.
Disengagement and its effects on B2B marketing
According to B2B Marketing, a business information resource, 67 percent of marketers in the modern industry debate leaving their jobs. Twenty-eight percent of respondents to the B2B Marketing report said they had already begun searching for new career opportunities, while 39 percent said they will probably begin exploring other options in a few months.
Demand Media listed a variety of business disadvantages associated with high employee turnover rates. Organizations that have to constantly replace positions expand resources to get operations back on track, instead of investing time and materials towards progress.
B2B Marketing can be a long process. B2B lead nurturing needs employees who know the details of each potential client. CRM software helps businesses track unique lead profiles, but it's always a best practice to have employees with business success contacting consumers and creating materials based on experience. It's especially effective when employees know the ins and outs of the company they represent and are familiar with the particular audience it caters to. Constant turnover forces managers to start over with each new hire.
Disengaged employees who stay at a company aren't much better. If a worker isn't invested in marketing success, they are not motivated to learn from inbound marketing data or explore new mediums for content.
How to engage and motivate B2B marketers
B2B marketing employees shouldn't just perform adequately; they should have passionate strategies that share their excitement for the business with audiences. To increase employee investment and provide opportunities of enthusiasm, here are few best practices B2B marketers should adopt:
Create a plan – A company should know what it expects from its marketing department. When creating an online advertising campaign managers need to know the primary objectives for each piece of content. Should mobile advertising reach new audiences? Do blogs need to increase search engine optimization?
Employees want to know what their activities should achieve. Clearly defined goals create benchmarks, and plans of action allow workers to chart their own progress against company expectations.
Hire the right people – If managers know what they want from marketing activities, it helps them hire the right employees. B2B Marketing Insider said employee engagement begins with finding people with the talents and enthusiasm needed for the position. Trying to fit the wrong applicants into activities will only lead to frustration.
Reward progress – Clearly defined metrics also provide opportunities for recognition. Marketing Donut recommended offering financial incentives for optimal performance to show that extra effort is not just appreciated by the company, but it provides direct compensation for employees.
Managers should also show how marketing campaigns foster business success. If supervisors show how content strategies influence B2B lead generation, employees see the effects of their actions. They know their activities create results and best practices are not arbitrary.
Provide opportunities for creativity – When companies develop plans with proven success, they are hesitant to change things. Employees don't want to perform routines, they need chances to contribute their ideas. New technology provides opportunities for individual involvement. For example, personal experience with social media may generate insight about how audiences interact with innovative communication channels.
Charting ideas in customer software or proposing employee suggestions to B2B marketing agency partners shows workers businesses are ready to utilize input and explore how it could improve company practices.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.