How to become an A-grade B2B marketer
Andrew Haussegger is the first to admit B2B marketing is far from a smooth operation. As the CEO of B2B consulting agency Green Hat, he’s been tapped up by some of Australia’s top companies to help them market products and services worth millions.
Ironically, the same companies hiring its expertise are often also ones whose own marketing teams sit tucked away from the rest of the action. “Most B2B organisations tend to be sales-driven, not marketing driven,” he admits. “I have walked into organisations where there have been hundreds of salespeople compared to a small team of marketers doing their thing in the corner.”
“They are challenged by their sales counterparts every second day who are asking traditional questions like, ‘Where’s my brochure? Where’s my breakfast event?’ It takes guts for a modern marketer to stand up and say to an over-powering sales organisation the B2B buyer has changed the way they buy and we need to do things differently. From our experience, many B2B sellers have not changed.”
Green Hat is Australia’s leading B2B agency providing integrated marketing services for strategy, research, creative, content, digital and media. With its industry partners, Green Hat produces the annual B2B Marketing Research report to provide insights into trends for B2B marketers.
