Being a B2B Tech Marketer

Leigh HopwoodB2B Technology Marketing Consultant

Website www.reddmarketing.co.uk

Email leigh@reddmarketing.co.uk

Call 07746 249132

LinkedIn /leighhopwood or /reddmarketing

Twitter @leighhopwood or @reddmarketing

How I got here…S

atur

day

jobs

…1993

Pla

cem

ent Y

ear

1995

BS

c (H

ons)

Bus

ines

s IT

Wro

te t

o te

ch b

usin

esse

sM

arke

ting

Exe

cutiv

eS

tart

ed s

tudy

ing

CIM

1997

Mar

ketin

g C

omm

unic

atio

ns M

anag

er

1999

Dip

M M

CIM

2000

Mar

ketin

g M

anag

er

2003

Cha

ir of

CIM

Sur

rey

2009

Clie

nt M

arke

ting

Dire

ctor

2010

Mar

ketin

g C

onsu

ltant

2011

Cha

ir of

CIM

Sou

th E

ast

2013

Cha

rter

ed M

arke

ter

2001

Join

ed C

IM S

urre

y co

mm

ittee

Hea

d of

Mar

ketin

g

2006

What’s unique about B2B tech?

• Jargon!• Company size – many SMEs• Large deal sizes• Long sales cycles• Business and IT DMU (decision making unit)• Influencers are important• Relationships are key• Develop customer advocacy’s• Vendor and channel relationships

The marketing role = marcoms

Vendor• Sprawling global marketing

team• Potential for travel• Central Team own the brand• Marketing assets provided by

Central Marketing team• Local delivery (Field

Marketing)• Channel Marketing v Field

Marketing• Access large agencies• Larger budgets; greater need

for ROI

Channel• Small intimate teams• Board level engagement• Own the brand• Control over marketing plans • Creating everything from

scratch• Greater breadth of marketing

experience on offer• Agency selection based on

capability; boutique agencies• Marketing on a hunch!

A year in the life…

• Annual planning process

• Align sales and marketing

• Campaign planning

• Campaign execution

• Communicating with stakeholders

• Evaluate ROI

When to use which tactics

Events

Key takeaways

• Planning is essential• Use the right tactics, with the right message, at the right

time, to the right people for the desired outcome• Thought leadership for brand awareness; be memorable,

recommended and visible when they are looking for a solution

• Monitor and measure effectiveness

The B2B tech industry…• Growing, fast paced industry• Need to ‘get it’ from a business perspective• Lots of opportunity in marketing, but can be difficult to get

into