Today I'm going to talk about how B2B marketers can cultivate knowledge margins and creativity.
With my years of work practice, I feel that the more basic and the bottom of things, the more difficult it is. The king of Bayingbrook is here, and he has to practice subject 2 well.
Let's enter the school, began to learn the listening, speaking, reading, writing four, now can be said to be a kind of survival of a kind of underlying core competitiveness, in our B2B marketing field is more, these four abilities, simple and complex, one of them is missing, it means that the marketing skills are discounted, if you are good at each one, you stand on the commanding heights of the market.
Together, these four abilities support your knowledge margin and creativity.
From a personal point of view, the knowledge margin refers to the boundaries of a person's knowledge system, which determines our ability to understand and solve problems. In the world of B2B marketing, creativity is based on the fact that it influences our understanding of the market, our customers, and our products, and the boundaries of knowledge can be translated into actual creativity, such as our ability to develop and execute marketing strategies, and the two influence and reinforce each other.
In the past and now, our work is a process of exchanging value, and everyone has a separate area of expertise, and each of them survives in their own enclosure. Now it is not working, artificial intelligence is attacking, and we are tested by multi-dimensional ability graphs, and the knowledge margin and creativity are particularly important. I don't want to say anything about AI replacing human beings here, the times are moving slowly, and the era is the smallest sand, but if you don't want to make progress, it's a matter of time before you are smashed on your body by a grain of sand and shout that it hurts.
B2B marketers, learning is a lifelong task, want to not fall behind in the market changes, and start from listening, speaking, reading and writingOpen up a wider margin of thinking, have new creative skills, and believe that we can also give birth to new three heads and six arms in the face of AIGC.
It can be said that knowledge-marginal thinking and creativity are essential soft skills for B2B marketing. Let me briefly talk about how B2B marketers can achieve knowledge margin max & creativity max and enjoy from four aspects
1. How to listen
Listen to the voice of customers and put questionnaires to potential customers and old customers, and the form should be accompanied by some welfare information or direct point-to-point private chat (no extended discussion here); Build a good relationship with sales colleagues, ask more about customer feedback on market content marketing, and preferably listen to the sales department's evaluation of customers; Finally, you might as well meet customers with sales, go deep into customers, and understand customers. Listen to the voice of the teamEveryone has strengths and weaknesses, reconcile with their own shortcomings, integrate into the team, and listen to the opinions of colleagues in the department, or criticism. The more we listen, what does it mean for our thinking margins and creativity?
Interact with customers more, obtain the voice and color expression of first-hand customers, and stand in the absolute customer perspective when marketing, and absolutely avoid self-congratulatory marketing thinking. It can build a deep customer relationship, and the customer relationship will always be the underlying logic of B2B marketing, and it will be even morePay attention to the details in your brand expression, not branding for the sake of branding. For example, when designing a form in B2B, we care about the accuracy and attractiveness of the words, and the customer may only care about how good the design at the top of the form looks good (this is what I came to such a shallow and deep conclusion after chatting with 100+ customers......).Interact more with the team, talk to colleagues and management more, maybe what you hear is just a CRM use trick, or the management shares his team leadership ideas with you: colleagues, you have a new way to operate CRM, and you will save a little time each time. With the leader, you will understand your position in the team, and have the "upward management" thinking - understand the leader, share a goal with each other, solve problems together, and "hmph, the supervisor will not do anything". But they are all workers, forget it, it's not easy, let's do it together"。Maybe the next time you're executing a marketing campaign, you have someThink big and strategically, not just the snow in front of the door.
2. How to say
Participate in more marketing activities to become an all-rounder, and participate in offline marketing work, such as industry exhibitions, product submission meetings, .........In the meeting, I expressed myself bravely, in the common sales department scene, I can see a rare customer in the marketing department, and everyone is happy to come and hear it. The whole channel has become a sea king by yourself, and when you go to a B2B industry summit or salon meeting, you won't express that it's okay to make friends. Become an UP master, express your opinions and promote your products in a short ** or podcast platform. The more we talk, what does it mean for us to think marginally and develop creativity?
Engaging in one intense campaign can be more useful than 100 campaign executions, the boiling market activity, that is, one party sings and the other party appears, listen to you must always stay calm; It turns out that the voices of each company in the market activities are very loud, and your voice will be covered up if you are very small, reminding you that you must always maintain combat effectiveness. And for a small individual, emotional intelligence, social skills, communication skills, will get some exercise, more going out to communicate than talking on paper in the office building every day. Market activities, the small manufacturers come and go, it seems that the highlights of each product are not er, dizzy, the head manufacturers come, you know what big manufacturers. It turns out that B2B marketing is also about looking at the ...... of the product"The marketing department doesn't get enough leads, maybe it's just that our product isn't strong enough," ......It may be realistic, but that's the way it is. Well, yes, in B2B marketing, the product should always come first. Short**It's not new for B2B, and I encourage my colleagues in the marketing department to show their faces and express more, rather than just making a few pieces of ** with AI dubbing and finishing the short **. Only in the expression, will form a better logical thinking system, do more is useless, only say more, said, it will be easier for yourself to review and think about your own marketing content. PodcastsAs a relatively unpopular media channel in B2B, I think we can try it, as the most primitive medium, sound is pure and single, which is easier to inspire listeners and cause thinking, so it is recommended to put some dry content in podcasts.
3. How to read
Making use of tools such as ChatGPT data collection and analysis, and manually identifying and summarizing B2B market data not only consumes a lot of time and resources, but also may affect the accuracy of the data. With the help of AI, we have this "McKinsey Data Analytics Assistant"., identification report processing and analysis, become extremely simple, so that the cumbersome and complex financial report into the content that grandma can understand. Feed chagpt a 1000+ customer lead**, and tell it to analyze what is effective and what is not, what is the proportion of customer leads from Jiangsu Province, and most of the customer companies are ...... that sizeI've compiled a list of instructions for market analysis
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In fact, in the B2B customer lead pool, customers are also thousands of people, and if you understand customers, you will win more than half. Martech marketing tools are recommended for everyonemarketupTake a look, the whole life cycle tracking of customer leads, the data integration platform that runs through the whole process, and the whole domain and the whole process support lead acquisition and conversion. 
Look at foreign advanced marketing concepts and practices B2B is an "ancient" concept, which has been in foreign countries for many years, and the foreign side and practical experience are quite mature. Here are some foreign B2B marketing dry goods blogs**, I hope it will be useful to you: Meetingsskift.com
helloendless.com/blogsmartmeetings.com/magazinewww.eventindustrynews.comeventleadershipinstitute.com/event-leaders-blogwww.bizzabo.com/blogblog.pcnametag.comWhat does the more we read, what does it mean for our thinking margins and creativity?
The more you read, the more you can get a lot of data and information in the first place, whether it's good or bad, and the selection can be sustainableRefine your own B2B theory system。Then, I found that there are many people in the B2B marketing department who have PSTD (psychological barriers) about Excel sheets and data - unwilling to accept it, with AIGC good helpers, I believe that everyone will no longer be afraid of market data, face up to data, and exerciseData thinking, examine the problem from the data, and enjoy a "healthy" life. After several uses of AIGC and MarketTech tools, we continue to cultivateInstrumental thinking- People are starting to explore more tools to drive our B2B work flow on top of tools.
4. How to writeTo continue to create original content, you can refer to the previous content I wrote: "B2B engages in content, how to practice writing skills?" >> Whether it's EDM content, interactive content, landing pages, **you needProduce content non-stopand constantly think about how you present your content the next time you produce it. Because in this era of fragmented reading, the audience is very strict, and it is easy for them to turn around and leave, and you have to continue to "shout" and endure loneliness. Learn to write prompts and learn to talk to AIGC As a tool, it can help us generate and verify innovative ideas more quickly, exercise thinking and innovative practices. Among them, learning to write prompt words is a kung fu job, and prompt words are becoming more and more important, which belongs to a very important creative ability, that isThe key to opening the AIGC chatterboxYou ask it coldly and dryly, and it replies to you with only invalid content. What does the more we write, what does it mean for our thinking margins and creativity?
When creating content marketing, you must have enough patience to engage in content output, write all night, sweat profusely, and send out only 12 reads, I think it's also a good thing, after all, you have consulted the information and thought about it in the process of writing, yourThe ability to integrate information and think is further trainedFinish. (It sounds like the training process of artificial intelligence, so let's join the evolution with artificial intelligence.) At other levels, it is also trained for your breadth of knowledge and logical thinking. In the AIGC usage conversation, with a wealth of instructions, you mobilize this great silicon-based creature, based on this,Your creativity can be practiced continuously, which in turn puts higher demands on your creative thinkingOnly by constantly typing in your ideas will the other party continue to generate effective B2B content.
Write at the end:
The fear of artificial intelligence is often the face of unknown internal frictionBroad action is the solution to the future. If you can not only directly shout and sell products, but also do knowledge content marketing, but also do terminal marketing in the consumer market, this is the horizontal ability transfer of the marginal thinking, the more you can migrate, the higher the stability in the future. Therefore, when we have the edge of thinking and creativity, we really have the confidence to recognize the truth and embrace B2B marketing, peace