In this podcast episode, Ina joins Jack, to discuss some of the challenges that B2B marketing teams face. They explore topics such as cultural differences, language barriers, budget constraints, and the evolving role of sales and marketing in B2B organizations.
Ina highlights the importance of understanding and adapting to different cultures when working with colleagues from around the world. Language is also a key challenge in international marketing, as materials need to be translated and localized for different markets. Regulatory affairs and compliance with country-specific regulations further complicate the marketing process.
The structure of B2B marketing teams within companies can impact their efficiency and effectiveness. You will hear Ina describe two possible structures: one with a centralized marketing team and another with a decoupled approach, where the marketing strategy is developed in-house but production is outsourced to a partner like us. She emphasizes the need for collaboration between marketing and sales teams to maximize results.
Economic uncertainty is a constant concern for B2B marketing teams, as budgets may be cut while expectations remain high. Ina explains that companies are increasingly centralizing their marketing activities to cut costs and improve efficiency.
Ina also discusses the benefits of a decoupled approach, where the marketing strategy is developed in-house and production is outsourced. This approach allows companies to scale their marketing production, improve time to market, and reduce costs. It also enhances brand consistency and provides flexibility to adapt to changing market conditions.
In conclusion… well watch the video and see for yourself.
