B2B Growth is a daily podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation, and promotion, leadership, buyer personas, agile marketing, and more.
In this episode we talk to Todd Kunsman, Head of Marketing at EveryoneSocial.
He lays out a 3-step framework for determining your marketing priorities, especially when heading up a new team:
1. Start with the CEO (if possible) & Head of Sales
Is there a brand visibility issue or is demand gen the area that needs the most work?
2. Get to know your customers & your competitors
Where are there gaps in your competitors’ marketing that you can see online. Don’t stop at getting to know prospects via sales call sit-ins. Talk to Customer Success & have those conversations inform your buyer personas, as well.
3. Take extra time to research the state of your industry & your niche in the market.
It may be tempting to jump into execution too early, but determining both long-term & short-term goals very clearly in this step can help you avoid wasted time in early marketing efforts.