In the past, many B2B companies relied heavily on traditional advertising methods, such as print ads and TV commercials. However, in recent years, there has been a shift from traditional marketing methods to more modern, digital approaches.
With the COVID-19 pandemic upending the world as we know it, the landscape has shifted once again. This shift has created what we call a B2B marketing skills gap.
The B2B marketing skills gap describes the difference between the skills that marketing professionals currently have and the skills they need. This gap is especially apparent in digital marketing, where the skills required to be successful are constantly changing.
In order to stay ahead of the curve, it’s important to be proactive and start thinking about ways to circumvent the B2B marketing skills gap.
There are a number of ways to circumvent the B2B marketing skills gap. Here are a few ideas to get you started:
1. Automate as Much as Possible
One way to circumvent the B2B marketing skills gap is to automate as much of your marketing as possible. This can help to free up time and resources so that you can focus on more strategic tasks.
2. Hire Remote Workers
Another way to circumvent the B2B marketing skills gap is to hire remote workers. This can be a great way to tap into a larger pool of talent and find people with the specific skills that you need.
3. Use Marketing Platforms
Another way to circumvent the B2B marketing skills gap is to use marketing platforms. This can be a great way to automate your marketing tasks and access a larger talent pool.
4. Outsource Your Marketing
Another way to circumvent the B2B marketing skills gap is outsourcing your marketing. This can be a great way to access specialist skills and free up time and resources to focus on more strategic tasks.
5. Use Marketing Tools
Another way to circumvent the B2B marketing skills gap is to use marketing tools. This can be a great way to automate your marketing tasks and get access to a larger pool of talent.
What Skills Are Needed to Succeed in B2B Marketing
As the skills gap widens, so does the opportunity cost of being unable to adapt to these changes.
So how can you ensure that your B2B marketing team is up to date and has the skills necessary to succeed in the future?
Marketers need to be proactive and future-proof of their skillset.
Here are a few skills that will be needed to succeed in B2B marketing in 2022:
1. Data-Driven Marketing
With the ever-growing amount of data available, it’s becoming more and more difficult to make decisions without relying on data. To be successful in B2B marketing, you need to be able to collect, analyze, and use data to inform your decisions.
2. Account-Based Marketing
With the rise of account-based marketing, it’s becoming more important to be able to target specific accounts. This means that you need to be able to research companies and decision-makers within those companies and create targeted content and campaigns that will resonate with them.
With so much noise in the marketplace, it’s becoming more and more difficult to cut through the clutter. To stand out, you need to be able to personalize your messages and content to the specific needs of your target audience.
4. Omni-Channel Marketing
With buyers interacting with brands across multiple channels, it’s crucial to be able to create a cohesive omni-channel marketing strategy. This means being able to connect the dots between all of the different touchpoints and create a seamless experience for the buyer.
5. Artificial Intelligence
Artificial intelligence is already starting to play a role in B2B marketing, and it will only become more critical in the next few years. AI can help you automate and optimize your marketing efforts, from chatbots to predictive analytics.
As the world continues to change, so too will the landscape of B2B marketing. Companies that can effectively adapt their strategies will be well-positioned for success in future years.
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