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    five doable steps to maximize CMO b2b engagement

    5 Doable Steps to Maximize CMO B2B Engagement

    Your sales team is doing its job, but you have yet to land the whale that will take your profits to the next level. Higher level communications tend to get big projects done with less bureaucracy. Here are 5 steps you can take to maximize communications between your Chief Marketing Office (CMO) and the customers that really matter.

    1. Staying Agile

    Strategic leaders within a company have the ability to look beyond immediate targets and short-term objectives. You can land the whale by simply staying on your toes in terms of industry trends. Instead of responding to hot RFPs for companies that are high in demand, you can do business with a strategic partner who will provide you profits far down the line. You spend less because you are doing your deals in the off-season, and your partner is validated because you recognized long-term potential instead of following short-term trends.

    2. Continuous Relationship Building

    Your sales team should have no problem initiating contact with their counterparts across companies if the C-Suite has already made an acquaintance. In contrast with a low-level salesperson, a CMO taking a potential partner executive out for a round of golf creates relationships throughout the entire chain of command. In effect, the CMO becomes the lead salesperson rather than the “man behind the curtain.”

    3. Creating a Humanized Entity

    You can save tens of thousands of dollars in marketing spend by creating a humanized relationship across companies through your CMO. The decision makers from other companies will not have to view your high quality advertisements in order to understand what your company is about. They got that information firsthand from your CMO during the trade show mixer.

    If there are no industry events that give you an excuse to put a human face on your operations, make one. CMO is also head of PR, even if you have outsourced PR to a third-party specialist. Get in their business to make business.

    4. Becoming the Organizational Storyteller

    As the CMO, you have license to talk to people about your company in a way that no one else does. You can look at the Chief Marketing Officer as the Head Storytelling Officer if you have trouble remembering exactly what you are supposed to be doing out in the field. Your future partners want to understand how your company connects the dots internally and as it moves into its partnerships. As the CMO, you are the link between R&D, marketing, distribution and IT that can explain all of these connections with a human touch.

    5. Challenge Your Industry

    No one knows better than you what your company can accomplish. If you extend your position as leader of the company into your industry, you can set the challenges that potential vendors and partners respond to. In essence, you are creating a problem that you are the best company to solve.

    Speaking engagements at industry events are always a great way to direct the trends of your industry culture in an advantageous direction. However, you can also do this on an individual basis, because you have access to all of the decision-makers in your industry. Do not waste your time with them, but let them know about how your company is moving your industry forward and why they need to get on board today. Once you have set this tone, your salespeople can work out the details later.

    No less than Xerox CMO John Kennedy has stated on record that B2B marketing is more about personality than ever. Use the above tips to arm your CMO for the front lines, because the C-suite has to lead from the front in this business generation!


    FAQs

    What is the key to landing big projects and increasing profits in B2B marketing?

    Staying agile by focusing on long-term potential rather than short-term trends is essential.

    How can we build valuable relationships with potential partners in B2B marketing?

    Encourage the CMO to create relationships throughout the chain of command by personally engaging with potential partners.

    How can we save on marketing expenses while conveying our company’s message effectively?

    Leverage the CMO to create a humanized company image through direct interactions, even outside of industry events.

    What role does the CMO play in conveying the company’s story internally and externally?

    The CMO serves as the organizational storyteller, explaining how the company connects its various departments and functions.

    How can a CMO influence the industry’s direction for the benefit of the company?

    By challenging the industry’s status quo and engaging with decision-makers, the CMO can set industry trends and create opportunities for the company.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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