How is B2B Marketing changing? What are the new areas that a Marketing function is getting into? What kind of organizational structure is suitable? All questions answered here!

3. Branding

4. Advertising

6. Lead Management

7. Research

8. Analyst Relations

9. Marketing Communication

10. Sales Support

11. Branding & Advertising

12. Public Relations

13. Corporate Communications

14. Internal Communications

15. Inside Sales

16. Sales

17. Business Development

18. Business Strategies

19. After Sales

20. Account Management

22. ‘Brand Equity’ through varied touch points

23. Complexity of communication requirements

24. ‘Generalization’ of niche tasks

25. Increasing need for standardization and consistency

26. The ‘Single Point Coordinate’ syndrome

27. The need for differentiation – one size does not fit all

28. Micro Marketing v/s Macro Marketing

30. Drawing the business organization structure

31. Aligning the structure to needs

32. Planning a marketing function

33. Framework

34. Structure

35. Roles & People

36. Allowing for scale in quantum and not structure

37. Prioritizing requirements

38. ‘Piloting’ the structure

39. Getting the buy-in – multiple stakeholders

41. By Geography

42. By Width of Products / Services

43. By Offering Type

44. By Service Provided (by marketing)

45. By Maturity Level

46. ‘Play it by the ear’

47. Generally a combination of 2-3 parameters

49. Typical team composition – 10% thinkers, 90% doers!

50. Versatility is the first ingredient to be looked for – the number of hats to be worn is infinite

51. Marketing is a typical ‘roll up your sleeves’ function – there is no getting away from ‘doing it yourself’ if need be

52. And yes, you need people who think on their feet

54. Sales Support

55. RFI / RFP

56. Testimonials

57. Lead Management

58. Inside Sales

59. Client Visits

60. Back Office for Sales Presentations

62. Collaterals

63. General prospect and customer facing communication

65. Internal Communication

66. Corporate Social Responsibility

68. Awards & Accolades

69. Secondary Research

70. Prospect / Customer / Competitor ProfilingMarketing Horizontals Graphics / Artworking | Back Office Work for all functions of the organization | Website (s) Management

72. Examples

73. A Multi-function Printer that can satisfy all back-office documentation works

74. Membership access to important research and analyst sites

75. Basic production-house facilities

77. A balancing act needs to be done between pushing branding down the throat and being democratic about it

78. Branding is not about a one-time roll-out – it is something that needs to be practiced and become a way of life

79. Branding is built through consistency of messaging – form, spirit and content

81. The scope extends from long before a sale to long after a sale

82. Crucial elements in setting up a function include aligning structure with organization needs, making it scalable and getting the buy-in

83. A robust structure is very essential for a successful marketing function