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BlueprintA programme for marketing capability transformation
Why it’s time to change
Delivering strategic marketing that directly and measurably drives business performance is the single greatest challenge for any marketing director or CMO.
And here’s the scale of the challenge: Your set of choices for delivering
greater marketing impact is overwhelming:
> Team development and skills investment.
> New marketing technologies.
> New marketing tactics.
> Marketing strategy shifts.
> Organisational and structural shifts.
> Stakeholder alignment.
Get it right and you’re a hero. Make the wrong choices and you’ll struggle to demonstrate the value that is expected.
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Taking your team with you
In B2B organisations, making transformational choices and driving change is often a tough call.
You want to see your marketing team become a recognised
engine of growth for your business.
But to get there you need a focused strategy for driving
rapid change. One that targets the right choices and
changes for delivering measureable, business
goal-aligned results.
That’s how you’ll make a meaningful impact and
leave a legacy of success.
Which is right where we come in.
Here’s where you start
Our mission is to help you transform the impact marketing has within your business.
That’s why we developed the B2B Marketing Blueprint programme.
It’s a thoroughly researched, structured approach for
creating accelerated marketing change and effectiveness
in your organisation.
Through a proven, step-by-step process of analysis,
diagnostics, enablement and review, we’ll help you
rapidly develop a best-in class team of marketers.
We’ll empower you to reinvent your marketing team as
an engine of business growth and long-term success.
We’ll help you put digital into the DNA of your team.
And we’ll help you maximise your ROI.
In short – we’ll show you where to go, and deliver a roadmap to take you there.
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“Revenue growth of companies with advanced marketing capabilities is 30% greater.”McKinsey & Co benchmarking study 2015
Market-beating marketing
There is a proven and compelling correlation between the marketing capabilities of large organisations and their growth numbers.
A recent McKinsey survey of 140 leading global businesses found the revenue growth of
companies with more advanced marketing capabilities to be around 30 per cent greater
than that of the average company in the same sector.
So investing smartly in strategic marketing capability development is set to deliver you some outstanding returns.
Marketbeaters
Abovemarket
4x
Co
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s p
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even
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Companies marketing and salescapabilities score (on a scale of 1 to 5)
1x
−3x2.6 3.4 4.2
Belowmarket
Source: McKinsey & Co
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What high performance marketing looks like
Before developing the Blueprint programme we commissioned extensive research to identify the key marketing success factors consistent across the most successful B2B organisations.
The findings from our research form the basis of a detailed, pragmatic
model for B2B marketing success. Developed as a capability
framework for your business, it will deliver:
> A road map for transformational marketing change.
> Recommendations for a highly effective marketing team structure.
> A business goal-aligned plan and programme for rapidly
developing key marketing roles and skills.
“40% of marketing professionals want to reinvent their role as a marketer, but only 14% know how to.”Adobe
Market Validation
• Marketing Scope• Function Maturity• Skills• Team Structure
MarketingCapabilities Audit
• Marketing Scope• Function Maturity• Skills Assessment• Team Structure
Report
• Findings• Industry Benchmarking• Recommendations
Implementation
• Skills Training• Structural• Measurement• Etc
6 Month ProgressReview
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How the Blueprint transformation programme works
Our team of industry experts (each one a practitioner who’s been in your shoes – not a theoretical consultant) will spend five days working in and on your business, to produce a marketing capabilities assessment that:
1. Explores and identifies your key business challenges and objectives
2. Identifies and prioritises the marketing capabilities required to meet your business needs
3. Assesses your organisation’s current marketing capabilities, performance and results
4. Identifies gaps in competencies, results, marketing structure and skills
5. Provides a detailed set of diagnostics and recommendations
6. Provides a prioritised, recommended marketing capability development programme
7. Recommends a goal-aligned, customer-centric marketing team structure
8. Delivers a six month review to monitor progress
Our proven, structured approach for creating accelerated marketing change and effectiveness.
Blueprint programme roadmap
“The team at B2B Marketing are always incredibly responsive and helpful. They have a great ability to appreciate what I need and make recommendations and proposals that really do answer the issues we’re facing. They’ve already changed the course of our marketing team for the better.” Marketing director, Xaar
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The depth of our skills assessment process
Content marketingCopywriting and creative
Customer relationship
Data analytics
Data and data protection
Digital marketing
Email marketing
Multichannel marketing
Search marketing
Social media marketing
Strategy and planning
Website optimisation
Commercial judgementTime and focus managementMeeting deadlines and
communication skills (written...)
Personal appearance and image
Creativity
Problem solving and decision-making
Team working
Energy and determination
Steadiness under pressure
Delegation skills
Adaptability and flexibility
MS office
Social mediaOther tools
Running effectivemeetings
TOOL SKILLS
MARKETINGSKILLS
PERSONAL PROFESSIONALISM
SOFT SKILLS
The return on your investment
One of the pivotal success factors in the B2B Marketing Blueprint programme is our focus on identifying the changes that will deliver measurable results for your business.
We rigorously target and develop the marketing
capabilities that will impact most on your business.
The Blueprint programme is proven to help marketing
leaders in larger scale businesses make and
demonstrate meaningful impact and ROI, quickly.
And because we don’t only deliver you a roadmap,
but help you deliver it too, we are on hand and on
call to make sure the time and budget invested
provides the outcome and results you need.
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“We chose to work with B2B Marketing because it was clear they could help us achieve fast ROI through our team development.Working with them has helped us change the game.”Paul De’Ath, Head of field marketing, Access Group
“Our relationship with B2B Marketing has been really fruitful: great training, brilliant B2B Leaders forum and a proactive, slick team.”Director of commercial marketing & research, ITV
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Why B2B Marketing?
For over 10 years we’ve been the leading, trusted voice at the centre of the B2B marketing community.
Everyday we work hard to play a central and transformative role in driving excellence in
B2B marketing, empowering marketers and businesses to be their best.
Our suite of products and services includes:
> The B2B Marketing online platform.
> Industry research, analysis and benchmarking reports.
> Strategy and best practice guides.
> Face to face and on-demand training.
> Certified training.
> Large scale and niche events.
> Leaders programme.
> The Blueprint marketing transformation programme.
> Award-winning magazine.
With a commitment to developing skills, best practice and collaboration across the industry, we’ve
built a hugely successful international business and respected brand, based on our core mission:
To show you what marketing can really do for business, and show you how to do it.
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To discover more about how our Blueprint
transformation programme can provide
a blueprint for success in your business:
Call us on +44 (0)207 014 4920
Email us at [email protected]
Visit b2bmarketing.net/blueprint
B2B Marketing Clover House
147–149 Farringdon Rd
London
EC1R 3HN
b2bmarketing.net
Just some of the big B2B brands we work with on team development and transformation solutions.