The Shift to Becoming a Commercial Marketer
"We don't want to hear about email clicks" -CEO
They might not say it but they are all thinking it. A commercial marketer is one who thinks business first, and marketing second.
Propolis defines a commercial marketer in two ways. For your everyday marketer, it is "A marketer whose primary skillset and value is in their ability to think strategically and drive measurable business growth through marketing. A commercial marketer thinks about the wider business objectives first and foremost, and marketing tactics and specialisms second. By comparison, a commercial marketer is not a marketer who is primarily occupied by achieving tactical wins or results in one isolated metric.“
For senior marketing leaders, a commercial marketer is "A marketing leader who is responsible for setting the overall business goals and strategy together with the CEO and other executive leaders. They should be focused on the needs of the business first and foremost, and then formulate the marketing strategy to deliver against those business imperatives. By comparison, a commercial marketing leader is not a marketer who is primarily occupied by achieving tactical wins or results in one isolated metric.“
This is not to say that email opens, clicks, social impressions, etc. are not important but rather more important than ever. Becoming a commercial marketer is more of a mindset change, reporting less on the "everyday metrics" and understanding how your activities contribute to the overall business objectives whilst tailoring your reporting to support that understanding.
This is currently being discussed within the Propolis community through a series of activities that include:
Setting the Scene
Community Sprint
Full stack ABM, this is how we do it
Exclusively produced by Propolis ABM expert Robert Norum .
These models are designed to provide a robust framework that addresses common challenges faced by B2B marketers today. Whether your team is struggling to scale up 1:Many campaigns or finding it difficult to reliably reproduce bespoke 1:1 initiatives, these models offer structured guidance to streamline your efforts.
Already, hundreds of B2B marketing professionals have leveraged these tools, witnessing firsthand the effectiveness of our models in real-world applications. We gauge the success of our offerings not just through downloads, but by observing the tangible impact they have—helping teams like yours implement these strategies successfully in the marketplace.
Want to download all three of our ABM models quickly? Drop us a direct message and we will send you the full package.
领英推荐
Inspiration, innovation, and intelligence for marketing-fuelled growth
London, UK | 3 July, 2024 | Training + Event tickets available
Discover the cutting-edge innovations and insights from leading B2B experts who are shaping the future. Adapt to evolving market trends, implement future-proof strategies, and harness the power of marketing to drive business growth at B2B Ignite 2024.
Join over 500 B2B marketers from 200+ top brands, learn from 70 B2B innovators presenting hundreds of new strategic ideas across 8 core content tracks, and enhance your team's marketing skills with 4 expert-led training courses.
P.S. This event is not just for senior marketers. Here is how you can show your boss that this event is worth attending.
Ring Ring, new metrics are calling
How much money do B2B marketers have to work with this year, and how are they spending it?
In August 2023, we launched the Propolis Community Index – a real-time dashboard of B2B marketing metrics. Since then, we’ve collected a huge amount of data on everything from B2B marketing budgets, to how budget is being spent, right through to the returns that marketers are seeing on their investment.
With the new financial year well underway, we can now reveal – for the first time – what this budget and spending look like for this year, and the long-term trends we can see year-on-year.
Though the full Community Index is exclusively for Propolis members, we will be doing a series of activities to get some of these metrics out to the market including:
Find the most up-to-date information regarding the Propolis Community Index on our social media or at the link here.
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For more about how you and your team can get involved in the Propolis community, download the membership brochure and book your demo of the community.