The Agency Marketer's Guide To Career Development

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Which is better, business marketing or consumer marketing? The age-old debate of consumer marketing vs. business marketing continues. But is one really better suited to certain personality types or is it simply a case of the grass always looking greener on the other side? We often get asked these types of questions, so we decided to interview some senior creative and marketing professionals who have worked on both sides of the marketing fence. Here’s what they told us. a lot in common Everyone we interviewed felt that the foundations of the job are the same, no matter where you work as a marketer. You need to know your target audience inside-out and be able to empathise with them. You need to be able to work with all sorts of people. You need to be creative enough to develop a campaign idea, and you need to be practical enough to bring it to life and deliver it seamlessly. If you are a ‘creative’ (i.e. a writer or designer) you need to be a great storyteller (verbally or visually). If you are a marketer, planner or strategist, you need to be able to uncover customer pain points, needs and desires. In all cases you need to be able to talk to your customers in a way that resonates with them. And in all cases, you need to be able to prove that what you are doing is working. a few different things You might not think that B2B marketing is as creative as B2C marketing, and in some ways this is true. B2C marketing allows you to have a bit more fun and jump on current trends. You can be be light-hearted and silly. But B2B can be all of these things too – in fact, some of the best B2B marketing is. Most of the people we interviewed believed that B2B marketing requires just as much creativity as B2C does, because you’re working within tighter boundaries. Unfortunately though, B2B companies are often too risk-averse to give wildly creative ideas the go-ahead. It’s up to the leaders of the team or agency to decide how much they want to push things. B2B marketing is much more content driven, as you have to convince a number of decision makers, budget holders, influencers and end users who are often all involved in a single purchasing decision. VISIT OUR INVOKE B2B MARKETING BLOG The Agency Marketer’s Guide to Career Development 5
should you make a move? If you’re considering moving from B2B to B2C marketing or vice versa, our advice would be to find out as much about the new role as possible and talk to someone who has worked on both sides (we can put you in touch with people who have), and then, if you’re still keen, jump in and go for it! If you are good at what you do and passionate about marketing, you should be fine anywhere. That said, moving from B2C to B2B often requires an aptitude for understanding and ‘translating’ technical product information. It’s up to you find the right company and then to connect and interact with your new team. You might find that the chasm isn’t as wide or as deep as it’s made out to be. VISIT OUR INVOKE B2B MARKETING BLOG The Agency Marketer’s Guide to Career Development 6
Page 1 and 2: The Agency Marketer’s - Guide to
Page 3 and 4: Table of Content 1 AGENCY VS. in-ho
Page 5 and 6: Whether you’re part of an in-hous
Page 7: Chapter 2 B2B or B2C Marketing? 4
Page 11 and 12: Whether you’re new to agency life
Page 13 and 14: WEB DEVELOPMENT Are you interested
Page 15 and 16: Chapter 4 Are you a marketing gener
Page 17 and 18: Chapter 5 should you stay or should
Page 19 and 20: Or should you stay? It isn’t alwa
Page 21 and 22: You’ve built up a great range of
Page 23 and 24: cover letter email No one writes a
Page 25 and 26: a guide to buiding the two-way rela
Page 27 and 28: Chapter 8 interview re:charge 24
Page 29 and 30: 4. Body language 101 You may know a
Page 31 and 32: Whether you’ve just been promoted

The Agency Marketer's Guide To Career Development

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