That would be us then…

When we started this blog we had a few rules. One of which was “no blatant self promotion”. We hope that, for one night only, you can forgive us for breaking it! 

Last night we won Best Marketing Communications Agency at the B2B Marketing Awards. The largest B2B marketing event in the world outside the US, this prestigious awards ceremony took place at the fabulous Emirates Stadium in London.

We were absolutely bowled over to have won the award – a testament to the dedication, talent and thoughtfulness of our wonderful team. We are proud to work with all of you, thank you.

We also are extremely lucky to have been supported at the event by our clients – all of them true marketing professionals, whose vision and determination to undertake efficient and effective marketing inspires us daily.

So congratulations to everyone at The Marketing Practice, and to all of our clients and friends who have helped us to achieve this. 

And if you’re passing the Eyston Arms today, pop on in – we’ve got a hair of the dog with your name on it.

We interact with a lot of B2B IT marketing departments at The Marketing Practice. And we’ve noticed that the very best ones have a number of things in common. Here they are, and over the next few months, will be researching and testing this theory by interviewing the best in the business, to see if it holds water.

Please add your comments from your own experiences, if you’ve seen great marketing departments – what do they do that makes them great? Which areas are common amongst them? Do you agree with this list, or are there other areas that need to be included?

1. Sales alignment
a. Lead generation engine and lead generation optimisation focus
b. Strong joint data strategy between sales and marketing
c. Co-ordinated bid support & account-based activity
d. A genuine customer intimacy
e. Excellent product/service knowledge throughout both teams
f. Campaigns that push leads along at all funnel stages

2. Flagship programmes
a. Compelling programmes that people can march behind the banner of. Each builds and develops from the next
b. Programmes with strategic impact and tactical value – that get done on time, every time
c. Visionary, engaging, gives confidence to the business, customers and prospects
d. Paints a picture of the future

3. Insider status
a. Know the customer & their market(s) intimately and can wield the power that knowledge brings
b. Have detailed end-customer knowledge – can feed back and proliferate changing market needs
c. Thought-leadership around making it better for the customer (ie know what they want psychologically to do their job better)

4. CEO stance
a. Runs marketing department in same way best businesses are run
b. Marketing A players, a blend of staff, contractors, agencies that work in harmony rather than competition- a flexible resource model – plus all playing to their strengths
c. Has a network of peers within the industry
d. Strong ROMI focus – an uses ‘investment’ rather than a ‘spend’ model