Six Tips for Moving From B2B Marketer to Solutions Architect

It is unequivocal that 2020 has radically changed the world of marketing and with it the expectations of millions of professionals in the sector. For B2B companies, those expectations changed quickly, even before the pandemic broke out. Now, the pace of change has accelerated significantly.

To navigate in such a complex and rapidly changing world, B2B marketers must be ready to take on a new consultancy role. Marketers now need to become solution architects and manage the entire sales and marketing ecosystem – creativity, messaging, experience, digital media, offline media, data, analytics, and more – to better align with changing customer expectations and emerging issues.

The events are exciting and inspiring. Here are six ways to take on your new role and stay on top of trends to become a more valuable business partner.

  1. Eliminate the clues when you can

On both the agency and the client-side, the world of a B2B marketer always consists of different paths: for media, creation, experience, analysis, PR, sales, and so on. But in many cases, these internal structures were built for a world that no longer exists.

When planning, implementing, and measuring each other’s efforts, returns are accelerated. Your customers don’t care about your internal structure. Whether you do this or not, they see business interactions as part of a long and complicated history. B2B customers, in particular, make no distinction between paid and organic touch points; all that matters is whether they gain value at any point in the journey.

The B2B customer journey is long and complicated; nothing is linear. Merging cross-functional teams to solve problems is critical for today. There will be a table tomorrow.

  1. Reform as a trusted administrator

Marketing has gone from a one-sided channel to conversation for years. When done well, conversations lead to long-lasting, trust-based relationships. Customers do not speak if they do not trust the company they are contacting.

Moving from marketer to solution architect requires thinking about how to participate in a clear value exchange with B2B customers throughout the purchase cycle. If they give you data or attention, how do you offer them something that makes their job easier? Continuing to offer these transparent interactions requires well-thought-out solutions if you want to build trust.

Marketers, especially in B2B, must see themselves as trustworthy managers.

  1. Build a powerful partner bank

Although your role is broader, you may not be effective for all customers. In such a complex ecosystem, finding partners to track your B2B marketing efforts has never been more important.

An end-to-end solution can consist of customer data platforms, marketing automation technology, demand platforms, analytical tools, data management platforms, customer relationship tools, and more. Even if you work for or on a large scale, it is necessary to have a partnership to obtain the best technology and experience in all these areas.

We live in an era of partnership. Microsoft creates world-class applications for Apple devices. Google’s Android operating system is used on Microsoft devices. Strategic partnerships can make the cake even bigger and benefit everyone, adding a lot of value to the business. He can also strengthen his role as a strategic partner and solution architect.

  1. Focus on unlocking the potential of data

Data is an important asset and customers are increasingly aware of its value. At the same time, the limits and implications around the data are growing. Many are unsure how to use it and are turning to marketers to show them how to break through the barriers that block siled data.

Data can be the area where B2B marketers, such as solution architects, can have the greatest influence in solving thorny business problems. No B2B marketing campaign can begin until the data is fully discovered. Many marketing initiatives move forward when data does not flow, systems do not communicate and data hygiene problems are not properly addressed.

Having the right data conversation right from the start will save you time, money, and frustration in opening up previously held business opportunities.

  1. Track regulatory activity

As a result of the changes, companies are looking for consulting experts and expect marketers to always be aware of data, compliance, and regulations. They need strategic entrepreneurs to help them manage risk across all companies and all partners.

While you, as a marketer, cannot provide legal advice, you can stay on top of regulatory changes and share best practices and optimization strategies that help customers use data in a compatible and ethical manner. Trust is also important here, as your customers need to ensure that their data is collected and used safely.

  1. be agile

We all work in unfamiliar territory. While there is no one-size-fits-all solution for an agency or company, you can remain relevant by being willing and ready to constantly evolve. This can mean rediscovering your role to keep up with the competition and add new skills, experiences, and tools as needed.