B2B Marketers Aiming to Improve Modern Competencies

Most B2B marketers believe they can now call themselves modern. They’ve evolved into digital media Digital Mediaexperts and understand they need to use technology to improve their marketing ROI. But only about 2/​3 of B2B marketers say they’ve achieved ideal modern marketer status and they plan to improve their skills this year.

Respondents to an Eloqua survey identify the following mix of competencies as ideal for today’s modern marketer:

  • Marketing technology 14%
  • Analytics 13%
  • Conversion 19%
  • Engagement 24%
  • Targeting 30%

The Eloqua survey includes responses from 600 B2B marketing professionals who tracked themselves over a 3‑year period. During this timeframe, the number of enterprises who are improving their use of modern marketing competencies has increased from 26% to 68%. Analysts link this improvement to marketer adoption of digital formats. Survey participants indicate that their most important digital activities in the last year were email (64%), social media (42%), and blogging/​case studies (42%). The underlying trend for most B2B enterprises has been the successful launch of content marketing.

Some senior executives also indicate that becoming truly competent may mean tapping outside resources. Because of the need to quickly turn adjust campaigns and strategies, marketers may find they don’t possess in-​house resources or enough budget to improve competency from the ground up. In those cases, B2B marketers will be putting some of their work out to bid for nimble contractors to handle.

[Source:  Defining the Modern Marketer. B2B Research Insights. Eloqua​.com. 2013. Web. 11 Mar. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.