Comment pouvez-vous construire une équipe résiliente et adaptable dans la stratégie marketing B2B?

Here is my hiring playbook for B2B marketing - Curiosity: B2B marketing will NOT be the same next few months. So hire folks who are curious to learn. Curious to ask questions. - Question the status quo: Everyone is everything. We need people who can break the mold and experiment the shit out of everything. - Data + gut: Data never lies. never. Hire for folks who trust in data-driven decision-making. Also, someone who is strong in connecting the dots. - Problem-solving: Hire someone who loves ambiguity and problem-solving. - Accountability: Hire folks who love to OWN stuff end to end. - functional knowledge: Get someone who has done it hands-on. Not some who talk "fluff". all the best for your hiring :)

The purpose and values are the DNA of a brand. They are at the core of all decisions. As the chief communicators for a brand, marketers need to be aligned with both. Another critical component for a resilient team is diversity of skills. A team of T-shaped marketers makes collaborative work easier. T-shaped team members have breadth across many skills and depth or expertise in a key skill. Strategically choosing a team whose members have complementary breadth/depth in different skills gives flexibility as the market and brand evolve. T-shapes can wear more than one hat on projects, and become the go-to person for their area of expertise. This collaborative style also gives team members room to grow as their area of expertise expands.

I always talk to my team about the Bruce Lee quote "be like water." This means that, like flowing water, there will always be obstacles and blockages that get in the way but as long as you know where you're ultimately headed, you can adapt and pivot and make your way where you want to go. Built into this idea is the fundamental tenet of leadership that you have to have focus and you have to articulate the objectives clearly and repeatedly so that everyone does, in fact, know where we're trying to go. For example, if you know that you're trying to build a strong lead pipeline that will guide your actions, even when one lead gen program has to get cut due to budget and another can't get approved. The team will adapt and find new paths.

Building a resilient and adaptable B2B Marketing Strategy team requires: - Diverse Hiring: Blend specialists and generalists for broad capabilities. - Prioritise continuous learning and ups killing. - Openness: Encourage transparent communication for idea-sharing.

I would suggest the following: - Align your team's goals and vision with the needs and expectations of your clients and stakeholders. - Encourage a culture of feedback and learning, where mistakes are seen as opportunities for improvement and innovation. - Empower your team to make decisions and take ownership of their projects, while providing them with the necessary support and guidance. - Celebrate your team's achievements and recognize their contributions, while also challenging them to grow and develop their skills.

Vision and values are part of something bigger: your company culture. Only with a strong culture - one that celebrates integrity, accountability, respect, and collaboration - can your team be truly resilient when and if challenges arise.

Use the vision of your company and your marketing team as the backbone of your marketing team operative system. Having a clear OS will help with general communications, processes, prioritization, etc.

It seems crazy but most people within a company don't know what they are doing and what their goals are. If you don't know where you're going, you won't know how to get there. That's why a culture of feedback and transparency are essential. Making people say they don't know (or understand) will provide guidance.

To cultivate a resilient and adaptable B2B marketing team, consider the following tips: 1. Hiring Smart: Select individuals who display a willingness to embrace change and view challenges as opportunities for growth during the recruitment process. 2. Promote Openness: Foster a culture of open communication, where team members feel comfortable sharing their thoughts, ideas, and concerns. 3. Invest in Learning: Prioritize ongoing training and development to keep your team's skill set up-to-date and adaptable to industry changes. 4. Recognize Resilience: Celebrate and reward resilience, acknowledging team members who demonstrate perseverance in the face of challenges.

It is incredibly important to understand fit as it relates to: - The role - The hiring manager - The business - Role What skills are needed? Is this a role that requires heavy previous expertise or can they learn it here? - Hiring manager Does the hiring manager have a hands-off style or prefer to be very involved? The candidate needs to match well to that. - The business What stage is the business in? Do you need someone who can move fast + take on a number of things? Do you need someone who can navigate red tape? What does growth in the company look like for them?

Hiring 'agile' talent has been the best decision for my team. When interviewing candidates I explained that the role would likely change based on the priorities of the business. Hiring marketers that have strong digital skills and traditional marketing skills has helped my team avoid making drastic cuts when business priorities change. Hiring people with a flexible mindset is critical when building a resilient startup.

In hiring situations I am consious of people that try to mirror me or try to be who they think I want. Instead have the courage to show you are not afraid to bring a different perspectivt to the table, right from the start. People that are not afraid of new things and have the courage to try them out are key in a team. A team that consists of both traditional and digital marketers would most probable be well prepaired for sudden change. I also like a team set up of different generations to get a good mix of experience and potential risk takers. The fit perspective is also really important for the new hire to adapt and be a good team player. You do not want a one man band hire, especially in a small team.

To create a resilient and adaptable B2B marketing team, hire for diversity and fit. Diversity is important because it brings together people with different perspectives, which leads to better decision-making and problem-solving. Fit is important because it ensures that your team members are aligned with your company culture and goals. When team members share the same vision and values, they are more motivated and engaged. Hiring tips: - Start by defining your company culture and values. - Include diversity and inclusion in your job postings and interviews. - Look for candidates with a variety of backgrounds and experiences. - Get buy-in from your existing team.

Diversity is critical, having a mix of senior and junior team members. By encouraging collaboration between people with different levels of experience encourages learning & growth for the juniors, and coaching for the seniors. Time and patience is the only constraint however, I know I lost my patience with junior team members when I was managing a team. Results should always be balanced with empathy and support when working in a team.

Diversity is the catalyst for innovation. By bringing together individuals from varied backgrounds and experiences, we're essentially pooling together a rich tapestry of insights, perspectives, and problem-solving approaches. However, while diversity introduces fresh ideas, cultural fit ensures that these ideas are channeled in a direction that aligns with the company's ethos

Diversity and fit are fine, but also look for the most valuable skill for a marketer "resiliency". Some people have it and some don't. Having a positive scrappy attitude to get stuff done is more valuable to me than an MBA from Stanford. Which is why I ask people in interviews if they have ever worked on a failing product, the people who saw it is a creative opportunity to try every good idea are the ones that I want to work with. Marketing is fast moving and full of every changing dynamics, tools, methodologies, and opportunities. Being able to capitalize on those opportunities means preparation is needed. Preparation can be taught and is an added skill set for a scrappy executer.

No matter the industry, in marketing roles, where change is the only constant, the need for a workforce with a flexible mindset is even more pronounced. And there are many reasons for that, but here are just a few: Evolving Landscape Business and marketing strategies and tools continually evolve. Having a team that can quickly pivot and embrace new trends is a game-changer. One day you might have a long-term strategy, the next one you might need to focus on a shorter one. Customer-Centric Approach The customer is at the forefront. A flexible mindset allows marketers to adjust strategies to changing customer needs and preferences. Experimentation Not everything works the first time. A flexible team is more open to experimentation.

I highly recommend assigning a mentor within your team to your new hire. In my experience leading a marketing agency, mentors help to ensure a smoother onboarding process by introducing your new employee to internal processes and best practices.

Encourage team members to share best practices and trainings they have enjoyed. Having an open dialog of what others are learning will encourage everyone on the team to continue focusing on developing and growing.

If your business model depends on Employees, you MUST provide them with training and development, and keep their interest in working with you. Give them value: why you are the best choice. Set up Sharing sessions every Quater we significantly increased our team performance

Continuous learning is the bedrock of adaptability. In the ever-evolving realm of B2B marketing, what worked yesterday might not work today. Hence, investing in regular training and development sessions is non-negotiable. But it's not just about formal training; creating a culture where team members share their learnings and insights from individual projects can lead to collective growth.

Investment in training and development is non-negotiable. Continuous learning and development opportunities empower our team, keeping them abreast of industry trends and enhancing their skill sets. This not only boosts confidence and proficiency but also contributes to the overall growth and competitiveness of our team.

Many mistake training for a one-time deal. But it's not! Continuous training equips your team with the hottest trends and killer techniques. But what about development? That’s the magic potion that transforms a team member into a leader. 🌟 A truly resilient and adaptable team doesn’t just know the current game but evolves with it. By investing in both training and development, you’re crafting a team ready for today's challenge and tomorrow's innovation. 🔄

Building a resilient and adaptable B2B marketing team begins with providing training and development opportunities. Invest in ongoing education to keep team members up-to-date with the latest industry trends and technologies. Encourage cross-functional learning to foster diverse skill sets and adaptability. Promote a culture of innovation where team members feel empowered to suggest and implement new ideas. Foster open communication, enabling them to share challenges and brainstorm solutions collaboratively. By nurturing a learning-oriented and innovative environment, you equip your team with the skills and mindset needed to navigate uncertainties and drive success in B2B marketing strategy.

In our journey to assemble a resilient and adaptable team, the third vital step is investing in training and development. This investment is the cornerstone of fostering agility and cultivating expertise within our team. Imagine offering our team members a chance to participate in specialized workshops, webinars, and skill-building programs. They learn not just to execute tasks but to excel at them, enhancing their capacity to respond to a dynamic market effectively.

The best training is regular interaction with customers. That way, you can quickly identify new needs and think about how to meet them.

One useful tip here is to implement a "70-20-10 Learning Model" for your team's development. This model suggests that 70% of learning comes from on-the-job experiences, 20% from interactions with others, and 10% from formal educational events. For example, you could set up mentorship programs or "shadowing" days for the 20% interpersonal learning, and allocate time for online courses or workshops for the 10% formal education. The remaining 70% could be hands-on projects directly related to your B2B marketing strategy.

Be open to being vulnerable so your team knows they can be vulnerable too. The team won't be able to adapt to changes if you are not transparent.

If you're not creating feedback loops you're doing yourself and your team a disservice. B2B marketing changes - fast. Here are 2 pretty simple tactics to make sure your team can adapt are 1. Ask what they're prioritizing. This provides space to confirm alignment (woohoo!) or address any variances in what's planned vs what's needed 2. Make a dedicated space in standing meetings to share business updates. The game of corporate telephone can cause a lot of information to get lost between the c-suite and execution teams. As a manager, make sure you have a place you can add details in as you get them so that your team isn't out of the loop

Open channels of communication are the lifelines of a resilient team. Encouraging feedback, both positive and constructive, ensures that the team is always in tune with what's working and what's not. Moreover, fostering a culture where feedback is viewed as a tool for growth, rather than criticism, can significantly boost team morale and productivity.

Honestly feedback and communication is one of the most difficult things to establish in a team. Unfortunately the built in power dynamics of a workplace often have an adverse impact on this and many people will hold back or alter what they say based on who they are speaking to and the impact they think it may have. Building trust over time with both vulnerability and authentic actions that help to slowly build up that trust over time will limit that effect and enable the team to open up more over time. Negative events like reorganizations and layoffs can significantly detractors to this effort.

Open channels of communication and a receptive approach to feedback have been instrumental in our team’s resilience and adaptability. It fosters a supportive environment where team members feel valued and heard, promoting a sense of ownership and accountability, and facilitating continuous improvement and innovation.

Let's consider the example of Zappos, the online shoe and clothing retailer. Zappos encourages employees to provide feedback openly through a unique practice known as 'The Offer.' After the initial training, Zappos offers new hires a $2,000 bonus to quit. This bold move is a testament to their commitment to a culture of alignment and dedication. By encouraging feedback and maintaining transparent channels of communication, we can fortify our team's unity and readiness to confront the unpredictable challenges of the B2B marketing landscape.

This is a good sprint plan for marketing teams that are open to feedback: 1. kick off the sprint - define the sprint goals together. 2. standups - for each day of the week, set a focus topic for one team member to do a deep dive on. 3. retrospectives with shared jamboards 4. Regular brainstorming and innovation workshops. ... The more opportunities the roadmap provides for sharing, the better for the team's feedback culture!

Transparency goes a long way in building a resilient team. You want to share about your learnings and failures if you want to know about theirs. Being honest and direct with your feedback will help your team come out of their shells and think outside the box, which will reflect in their performances too.

Open lines of communication promote transparency, ensuring everyone is on the same page regarding goals, challenges, and opportunities. This clarity is instrumental in building adaptability, as team members can easily pivot when needed. Creating a culture of open communication fosters resilience as well. When team members know their voices are heard, they're more likely to take ownership of challenges, proactively seek solutions, and adapt to shifting circumstances. In essence, encouraging feedback and communication is a cornerstone of a dynamic and adaptable team. It's a catalyst for innovation, improvement, and a shared sense of responsibility, ultimately positioning your B2B marketing strategy for success in an ever-evolving landscape.

Microsoft run over 1000 AB-tests per month. Out of those, two thirds fail. But one third is successful! What can we learn from that? Trial and error is the only way to grow. And most likely, we will fail much more than we will succeed.

Empowering the team to make decisions is one of the most important things a leader can do. Micromanagement destroys risk taking and creativity. Teams become more worried about tinkering and not upsetting the status quo.

To cultivate a resilient and adaptable B2B marketing team, it's crucial to foster a culture that supports risk-taking and experimentation. Encourage team members to step out of their comfort zones and explore innovative approaches. Provide a safe space for trying new strategies, even if they carry some uncertainty. Celebrate both successes and valuable lessons from failures, emphasizing that experimentation is a crucial part of growth. Invest in continuous learning and development to equip your team with the skills needed to adapt to evolving market dynamics. By embracing a culture of calculated risk-taking and experimentation, you empower your team to thrive in the ever-changing landscape of B2B marketing.

A good marketing team is constantly experimenting, promote taking calculated risks and a scientific method approach to experimentation and you will always have new and exciting ideas to work with.

A key tip here is to establish a "Fail Fast, Learn Faster" culture. Encourage your team to run small-scale experiments that can either prove a hypothesis or provide valuable data for why something didn't work. The idea is to create a safe space where failure is not punished but seen as a learning opportunity. For instance, you could allocate a small percentage of your B2B marketing budget specifically for experimental campaigns. This financial "safety net" allows team members to try out new strategies without the fear of wasting valuable resources.

In a rapidly evolving field like B2B marketing, playing it safe can lead to stagnation. Embracing calculated risks and experimentation sparks creativity and encourages thinking outside the box. It leads to the discovery of new strategies and tactics that can be crucial in adapting to changing market dynamics. When team members see that their managers support and even reward experimentation, they become more willing to take calculated risks. This not only leads to innovative solutions but also instills a culture of adaptability. In conclusion, supporting risk-taking and experimentation is a strategic move that empowers your team to thrive in a dynamic B2B marketing landscape.

Supporting a culture of risk-taking and experimentation has been a catalyst for innovation and growth at 8leads.io. It encourages our team to think outside the box, explore new approaches, and learn from experiences, fostering a dynamic and forward-thinking team culture.

6 tactics we use to cultivate a risk-taking mindset: 🟢 Allocating a portion of the marketing budget to testing new strategies without requiring proof of ROI upfront. 🟢 Conducting regular brainstorming sessions to spark innovative ideas without judgment. 🟢 Recognizing team members who took brave creative risks, even if the results weren't guaranteed. 🟢 Hiring intrinsically motivated people who see challenges as opportunities. 🟢 Cultivating psychological safety so ideas can be debated. 🟢 Embracing agility, but having processes to quickly analyze and pivot. Resilient teams are empowered to innovate through changes!

Stagnation is the antithesis of resilience. To be adaptable, teams must be encouraged to step out of their comfort zones, experiment with new strategies, and take calculated risks. While not every risk will pay off, each attempt, successful or not, is a learning opportunity that paves the way for future successes.

Always praise in public and criticize in private. Constructive feedback should be delivered one-on-one, while rewards should be celebrated and shared with the team.

Create a company culture that has a core Fundamental of celebrating success. Whether it's a team-wide email from the CEO or a company-wide Slack message, sharing successes within the organization can foster a greater desire among people to succeed.

When I recognize achievements, especially in a virtual world, it's all about building trust and strengthening our ability to win as a team. I like to celebrate micro achievements with small tokens of appreciation. For example, I’ll send a $5 Starbucks ecard for a "Saturday morning coffee" after a team member finishes a difficult project, or Venmo over $25 for a “celebration round” after a great win. These little treats are my simple way of spreading gratitude, keeping spirits high and recognizing great work.

Recognition is a powerful motivator. Celebrating achievements, big or small, not only boosts team morale but also reinforces positive behaviors and strategies. Whether it's a shout-out in a team meeting, a certificate of achievement, or a tangible reward, recognizing efforts goes a long way in building a resilient and motivated team.

Recognition and reward are powerful motivators. Celebrating achievements, big or small, and acknowledging the hard work and dedication of our team members, enhances morale, motivation, and job satisfaction, fostering a positive and high-performing team environment.

Be sure to recognize not only positive performance, but positive culture contributions as well. If your business has operationalized their values, they should undoubtedly show up in your hiring and performance review processes. Rewarding and recognizing the cultural behaviors that your team exhibits is a positive way to model examples of desired culture to the rest of the organization.

1. Hire Generalists 2. Continuous Learning 3. Cultivate a Growth Mindset 4. Data-Driven Decision Making 5. Clear and Transparent Communication 6. Agile Processes/Ship fast mindset 7. Customer-Centric Approach

Hire people who are hungry for self development. Support them with a budget for learning. Give them a list of aspirational brands that you want to be like. Encourage them to build a network with people at other successful companies, to trade secrets with.

After 20 years leading marketing programs for fast-growth startups, I learned a few things. First, identify the strengths and goals of your teammates. Then give individuals ownership of different aspects of the program. Finally, provide feedback, encouragement and accountability. People just want to be treated fairly and given the opportunity to excel.

While the steps outlined are fundamental, the evolving nature of the business landscape necessitates flexibility and a willingness to adapt our approaches. Keeping a pulse on global best practices, technological advancements, and emerging trends is essential to ensuring that our team-building strategies remain effective and relevant.

To build a resilient and adaptable B2B marketing team: Cultivate a Learning Culture: Encourage continuous learning and skill development. Effective Communication: Foster open and transparent communication. Cross-Functional Training: Promote skills that span different marketing disciplines. Embrace Change: Instill a mindset that change is an opportunity, not a threat. Diverse Perspectives: Encourage diversity to bring fresh ideas and adaptability. Data-Driven Decisions: Base strategies on data insights to adapt quickly. Test and Learn: Promote a culture of experimentation and adaptation. Leadership Support: Leadership should set an example in resilience and adaptability. Celebrate Successes: Recognize and reward adaptability and resilience.

To make a resilient team, you need people with certain behavioral traits. Having built B2B teams multiple times, here is what I look for in team members: 1. Attitude over skill 2. Coachability 3. First principles thinking 4. Logical reasoning 5. Capability to articulate their thoughts well 6. Curiosity 7. Bias to Action 8. Structured approach to things 9. Growth mindset 10. Discipline & Ethics I do believe, skills can be taught to anyone. For a resilient team, you need to have the right person, with the right thought process and motivation to learn :)

Adaptability is not just a choice; it's a strategic necessity. Adaptable marketers are the ones who can thrive in uncertainty, innovate, and help your company grow even in uncertain times.

How do you build a team that is resilient and adaptable in B2B Marketing Strategy and are great people to work with? These are at the top qualities I look for: They are curious They learn fast They are resourceful They’re ethical and trustworthy They are intentional and strategic with their actions They’re great team members and sometimes become a source of inspiration for others in the team

Here's what I have learned from 20+ years as a CMO. Think of your team has a team of two halves: 1. Your internal team that you hire 2. Your external team, i.e. Agency support Build key competencies in Team 1 - management, strategy, technology, execution, etc. Exploit core competencies in Team 2 - SEO, ABM, Demand Gen, insights, Value Prop, etc. The combination of these two teams will power your Marketing.

Another excellent way to build your own B2B marketing team (or rather how we've weaved it in our solutions at Openthrive as well) is this - When we start working with a client to build and grow their B2B marketing, we start helping them hire some in-house folks within the first year of our engagement. That helps the company establish their team, and train them as those new hires will work closely with us every day, and then after a year or so - we enter into more of a consultative position while their in-house team (that was built alongside) works on the implementations.