What do businesses expect from B2B marketers in todays economy?

Is there a quick fix that means you can say "show me the money?"

What do businesses expect from B2B marketers in todays economy?

After a recent study of marketing recruitment adverts I have come to the conclusion that many businesses still don't put as much value on marketing as they do sales.

Marketing professionals are expected to be knowledgeable in a variety of disciplines which can alter the direction of the company yet it carries no real importance that translates into salary.

There is very little correlation between aligning marketing with sales as illustrated in the various job descriptions.

The analogy of paying peanuts and getting monkeys is definitely relevant, the salaries are woefully low.

The level of expectation is very high in terms of tasks required yet the salary and age expectation is more like asking a boy to do a man's job (or a girl and a woman's job!).

Businesses seem to get to a point where they become aware of the activities they need to undertake, probably assisted by the recruitment agencies when the job description is typed up but when it comes to realising how much time it takes to fulfill all the tasks, it comes as a surprise.

Instant Result Required

Many business owners are unaware how long it takes for marketing to have an effect on their business and so are reluctant to invest in the long term.

Whilst selling a product face-to-face can result in a sale, marketing is about slow burn. The whole point is planning and consistently following up which leads to a logical handover to Sales.

I see an element of disdain in recruiting marketing people as the perceived value rests on the sales person who is making the money. However it is more like the sale is the visible tip of the iceberg and the marketing effort is submerged and not seen!

If you know some of my background you will know that I've worked at both ends of the spectrum, from selling direct and running the whole show and after years of experience I'm now wholly committed to helping businesses function more easily and improving their income with the least amount of effort as possible.

Today's marketers need to understand the vast array of software and applications and how they are to dovetail to create a mechanism that makes money.  They are to understand people and personas so that any message automated or not, reaches the right person at the right time.

I read an article recently by Neil Patel, the tech wizz who created kissmetrics, Crazy Egg and Hello Bar. The title of his article was "why you shouldn't hire a marketing consultant" but the content was really referring to pay-per-click consultants and some of them can be a complete rip-off.

An Orchestra within an Orchestra

When it comes to marketing, I think the best illustration is an orchestra within an orchestra; the managing director has his/her own orchestra to conduct and marketing have theirs.

For the sake of this article below is a list of activities which comes under the heading marketing, so just in case you were thinking to get a school leaver to do the job you might want to think again.

It's not about paying consultants to tell you the time. They should be able to advise on developing your business so it makes more money and not just talk about branding, pretty graphics and so-called high-level issues. Tom Cruise got it right when he said in the film Jerry Maguire "Show me the money!"

Pay cheap, pay twice, monkeys and peanuts and all that, but take a look at what marketing entails.  I certainly wouldn't want someone inexperienced "playing" with my business!!!



  • Digital advertising
  • Print advertising
  • Banner advertising


  • Graphic design
  • Publication and print design
  • App design

Events and exhibitions

  • Exhibition banners
  • Stand and display design
  • Merchandise

Specialist design

  • 3-D modelling
  • Infographic
  • Iconography
  • Typography


  • Prototype design
  • Product design
  • Packaging design
  • Point-of-sale


  • Video production
  • Video design
  • Training videos
  • Advertising and promotional videos

Website design

  • Website design
  • Social media pages
  • Microsite
  • UX & UI


  • Email temp late
  • Business stationery
  • Logo design
  • Mobile market Company literature



  • Multichannel
  • Partner and associate
  • Social media
  • PR
  • Direct marketing
  • SEO
  • PPC
  • Branding
  • Marketing strategy
  • Campaigns
  • Content
  • Product marketing
  • Display advertising
  • Website analytics
  • Mobile marketing

Market research

  • Competitor analysis
  • Focus groups
  • Market analysis
  • Surveys

Customer acquisition

  • Targeting
  • Lead generation
  • Demand generation
  • Brand awareness


  • Print
  • Gorilla
  • Radio
  • Online
  • TV



  • Strap lines and slogans
  • Advertising copy
  • Print services

General copywriting

  • Case studies
  • Articles and reports
  • Brochure copy
  • Marketing copy
  • Script writing

Online content

  • PPC ad copy
  • Banner ad copy
  • SEO copy and content
  • Website copy
  • Blogs

PR content

  • Journalism
  • Press releases

Technical writing

  • Datasheets
  • User documentation
  • White papers



  • Video production
  • Video design
  • Video publishing
  • Video direction
  • Video editing

Video services

  • Video hosting
  • Production crew sourcing
  • Film funding

Advertising and promotional videos

  • Online
  • TV
  • Viral
  • The log
  • Broadcast


  • Seasons feature lens
  • Documentary
  • Shorts
  • Educational
  • Music
  • Training
  • Animation



  • Architectural
  • Industrial design
  • Technical drawing
  • Poster work


  • Commercial photography
  • Product photograph
  • Photojournalism

Painting and drawing

  • Book illustration
  • Pen and ink
  • Animation
  • Painting
  • Cover work

Specialist art

  • 3-D art
  • Dynamic painting
  • Computer graphics
  • Pixel art
  • Street Art
  • Fine art
  • Sculpture



  • Exit strategy
  • Business fundraising
  • Start ups
  • IP discovery
  • Licensing
  • Partnership
  • Research and development


  • Management consulting
  • Market sizing
  • Business development


App development

  • Mobile app development
  • Tablet app development
  • Web app development


  • Data backup
  • Database development
  • Data security


  • Network services
  • Network infrastructure
  • Hardware infrastructure
  • VoIP
  • Security system architecture


  • Website for mobile and tablet
  • Website CMS
  • Website development


  • Software development
  • Benchmarking
  • eCommerce
  • mCommerce
  • Integration
  • Testing
  • Software maintenance

Cloud services

  • Cloud migration
  • Amazon Web services


Commercial law

  • Be to be law
  • Merger and acquisition
  • Commercial case law
  • Litigation
  • Compliance
  • Franchise agreement
  • IP and Peyton law
  • Anti-trust
  • Trademark

Employment & resolution

  • Employment
  • Arbitration
  • Alternative dispute resolution
  • Contract

Financial and tax

  • Insolvency
  • Thanks loads
  • Pensions and incentives

Specialist Law

  • International law
  • Property law



  • Accounts preparation
  • Financial systems
  • Bookkeeping and accounts
  • Management accounts

Business essentials

  • Statutory accounts
  • Investment
  • Compensation and benefits
  • Finance and tax
  • Payroll

Financial planning

  • Audit and compliance
  • Financial and business planning

Reporting and models

  • Budgets and forecasts
  • Business modelling
  • Financial reports
  • Share and business valuations

Human Resources


  • Organisational design and development
  • Change management
  • HR systems and data service delivery and information


  • Recruitment and selection
  • Staff training and development
  • Talent management


  • Rewards and benefits
  • Employee pay structure
  • Employment relations and performance management
  • HR processes and policies

About the Author

Nigel Maine

Nigel Maine

Nigel is the Founder & Managing Director of salesXchange and has been helping SMEs for over 25 years to develop their marketing, technologies and infrastructure to generate more profits, more efficiently. His recent book book "Integrate! The Essential Business Technology & Marketing Handbook" can be downloaded from Amazon.

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