Top Ten Skills of a Good B2B Marcom Manager


Clients often ask me what skills they should be looking for when hiring B2B marketing communications (marcom) managers. The CMO Council reported in their Marketing Outlook 2009 that social media skills and the ability to identify influencers in the social media sphere as important skills. I would add that B2B marketers need to understand the complexities of the B2B sales cycle and know what tactics work effectively at each stage of the buying cycle to continue to engage prospects and move them to close.

So, here’s the Integrated Marcom Minute List of Top Ten Skills of a Good B2B Marcom Manager. The list applies to both client and agency. Feel free to add your own recommendations.

  1. Online marketing skills including

    • social media
    • SEO/SEM
    • Email marketing
    • Insight from analytics

  2. Communication and collaboration skills

    • Cross-discipline
    • Cross-organization (i.e. multiple agencies or business units)

  3. Business acumen/business management
  4. Sales cycle/funnel management
  5. People-management skills
  6. Risk management
  7. Innovation
  8. Branding
  9. Experience/proven track record
  10. Leadership skills

Iā€™m not sure the above person exists? šŸ˜‰

Related Posts:

» Just How Social Is B2B Social Media
» Why B2B Integrated Marcom Is Needed Now More than Ever
» A 47 Million Dollar B2B Social Media Success Story
» Do Your Marketing Communications Feel Like Marketing?
» Is B2B Marcom Creating Valuable Content?

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