B2B demand generation | The problem with junior marketing members
Had an interesting chat with Todd Lebo, Senior Director of Content & Business Development at MECLABS Primary Research. He observed one of the most common mistakes made by B2B companies – a false reliance on junior marketing team members.
That rang true. I’ve observed the lack of marketing leadership affecting a lot of companies. It’s been confirmed by many other marketing experts too.
While these junior members handle day-to-day responsibilities, they lack the leadership and strategic planning skills a marketing department really needs. It adversely affects a company’s ability to attract and win new customers.
An Example of Junior Marketing – a comment shows the problem.
Find New Customers was meeting with a prospective new client. In the meeting, we turned to the young lady responsible for operating one of the finest revenue management software platforms on the market and asked her to define lead nurturing.
She told me “Lead nurturing is sharing information with prospective buyers to convince them to buy your product.”
I bit my lip and said nothing. But in the back of my mind, I was appalled.
That’s NOT an adequate definition of lead nurturing. (If you cannot even define it, you sure can’t implement it.) Here’s my definition:
“Lead nurturing is the process of sharing highly relevant content with target buyers, regardless of their timing to buy. The goal is to earn their trust and become the preferred provider for their business challenges.”
It is clear this young lady lacks the experience or knowledge to implement lead nurturing and scoring, though she has the operating role with a fine software product. Interestingly, I spoke to their Chief Marketing Officer – he agreed completely. His team, though hard workers, are novices at B2B demand generation.
The Real Problem – A Failure of Leadership
What we have overall is a failure of leadership. Fortunately, this particular company realizes the problem and may hire Find New Customers to provide leadership in lead nurturing and scoring. The CMO told me he’s a fan of outsourcing talent.
I suggest rather than hiring marketing leadership, you should do what this CMOs wishes to do and turn to outside experts such as Mac Macintosh of AcquireB2B, Paul Mosenson of NuSpark Marketing, or Dan McDade of Pointclear. Their expertise can provide the short term leadership your company really needs and provide the guidance your young and experienced marketing staff needs.
The Effects of Junior Marketing Folks Shows in the Data
The problem with junior marketing folks shows in the data too.
As you see from the chart below, companies do a good job on “top of funnel” activities, such as email, direct mail and events. Those function can be handled by junior folks.
But very few do “middle of funnel” activities such as lead nurturing and scoring. Those functions tend to be beyond the abilities of junior marketing folks. For instance, lead nurturing required deep buyer personas, compelling content and story-telling skills – far beyond the pay grade of most “marketing managers.”
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