By Andrew Dalglish - 17th September 2013
To provide fuel for debate at B2B Marketing’s Leaders Forum, Circle Research recently surveyed 100 senior B2B marketers. Between them they control budgets worth £188 million.
There was one particular question which had me on the edge of my seat: What attributes does a successful B2B marketer have?
I was excited because those answering the question were marketing leaders in some of the UK’s largest B2B companies. In other words, people perfectly placed to provide a blueprint which aspiring marketing leaders can follow.
There was consensus that a strong marketing leader displays four attributes.
They have a particular mindset and thinking style. They:
To turn strategy into action, a marketing leader also needs to be a ‘statesman’:
They also need knowledge – a deep understanding of their market, real insight into what makes customers tick and experience in all the key marketing disciplines.
And you can always spot them by their attitude. Look for the person who:
Find out more about Circle Research’s B2B marketing research services here.
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Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.