When B2B CEOs realize it’s time to build their first marketing team, they run into common hiring mistakes that can have costly consequences. These missteps can lead to wasted time, resources, and missed growth opportunities. By understanding these pitfalls and their underlying causes, you can proactively avoid them and build a high-performing marketing team from the start.
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Here are the Top 5 Hiring Mistakes CEOs make when building their first B2B marketing teams:
Mistake 1: Not hiring a strategic B2B marketing leader right away
One of the most critical mistakes is delaying the hiring of a senior marketing leader, such as a Chief Marketing Officer (CMO) or a VP/Director of Marketing. Without a strategic marketing leader, your marketing efforts may lack a clear vision, direction, and oversight. This can lead to disconnected tactics, a misalignment with business goals, and missed opportunities for growth. Consider exploring options like Fractional CMOs, who can provide strategic support and leadership on a part-time basis until you’re ready for a full-time hire.
Mistake 2: Assigning the role of a Chief Marketing Officer or marketing leader to the VP of Sales
Another common mistake is combining the responsibilities of the CMO or marketing leader with the VP of Sales role. While the VP of Sales may possess some marketing knowledge, merging these positions can result in a lack of dedicated focus on strategic marketing initiatives. It’s crucial to have a separate marketing leader who can provide expertise, vision, and leadership to drive marketing success. This ensures that marketing efforts align with business goals and objectives, fostering sustainable growth.
Mistake 3: Hiring tactical or specialist roles without a strategy
Focusing on hiring tactical positions or specialists, such as social media managers or content writers, before establishing a well-defined marketing strategy is a mistake. Without a strategic foundation, these hires may result in disconnected efforts and inefficient resource allocation. It’s important to develop a clear marketing strategy first and then hire or outsource to specialists who can effectively execute that strategy or run specialized campaigns aligned with your overall goals.
Mistake 4: Over-reliance on marketing agencies
While marketing agencies can provide specialized expertise, relying too heavily on external agencies without a strong marketing leader or strategy in place can hinder your team’s cohesiveness. Engaging multiple agencies for different tactical areas often leads to disjointed marketing efforts operating in silos. Strive for a balance between in-house expertise and outsourcing, ensuring effective collaboration and a unified approach.
Mistake 5: Ignoring marketing operations and technology
Underestimating the importance of marketing operations and technology is a common pitfall. Marketing operations optimize performance, manage data, and ensure efficiency. Neglecting these aspects can result in disparate marketing technologies and inefficient processes. Invest in integrated marketing technologies and empower a marketing operations specialist to drive data-driven decision-making, automation, and optimization.
Mistake 6: Underestimating B2B content marketing
B2B content marketing plays a pivotal role in B2B marketing strategies. However, CEOs may overlook the need for a dedicated B2B content marketing manager or allocate insufficient resources to content creation and distribution. Prioritize content marketing as a long-term strategy, focusing on creating valuable, educational content that resonates with your target audience. Consistency and quality are key to engaging and nurturing your prospects throughout their buying journey.
Mistake 7: Lack of collaboration between marketing and sales
Successful B2B marketing requires close collaboration with the sales department. Failing to foster strong alignment and communication between these teams can result in missed lead-generation opportunities, ineffective campaigns, and a lack of shared responsibility for revenue growth. Ensure your marketing leader or Fractional CMO has a deep understanding of B2B marketing and can effectively partner with the sales team to create a cohesive revenue-focused strategy.
How to Avoid Early B2B Marketing Team Hiring Mistakes:
To avoid these common hiring mistakes, consider the following strategies:
- Bring on a marketing leader (Chief Marketing Officer, VP of Marketing or Fractional Chief Marketing Officer) early on, as they can then help guide you in building the right team
- Prioritize hiring a strategic marketing leader separate from the VP of Sales.
- Develop a clear marketing strategy before hiring tactical specialists.
- Invest in marketing operations and technology to drive efficiency and optimization.
- Find the right balance between in-house expertise and outsourcing to agencies.
- Prioritize content marketing as a long-term strategy over quick-win campaigns.
- Foster collaboration and alignment between marketing and sales teams.
By understanding and avoiding these typical hiring mistakes, you can get going on your marketing more quickly and avoid wasting time and money on hiring the wrong positions and skill sets in the wrong order.
Remember, bringing in an experienced marketing leader or Fractional CMO early on can provide the guidance and expertise necessary to build a high-performing team that drives business growth and ensures long-term success. Embrace strategic hiring and prioritize collaboration between marketing and sales, and you’ll be well on your way to building a powerhouse marketing team.
Next Steps: The B2B CEO’s Ultimate Guide to Building an Expert Marketing Team in Today’s Complex Marketing World
To help you make important decisions around your marketing investment, we’ve created a comprehensive 33-page eBook: The B2B CEO’s Ultimate Guide to Building an Expert Marketing Team in Today’s Complex Marketing World
In this eBook, we walk you through the six most important questions B2B CEOs need to answer in order to build their first marketing team and choose the right marketing model for their stage of business:
- How Do You Know It’s Time to Invest in Marketing?
- What are B2B Marketing Best Practices?
- How Has B2B Marketing Become More Complex?
- What Are the Top Challenges in Getting Started in Marketing?
- What Does a B2B Marketing Team Look Like?
- Should You Hire In-House or Outsource?
You can download the eBook RIGHT HERE
If you have any questions about this blog post or the eBook or would like to schedule a consultation with myself and Jen Kelly, NIM’s Founder and one of the Fractional CMOs to get more guidance around your next steps in marketing, you can send her an email or book a consultation time.
Nicole Croizier is the lead Fractional–CMO at New Initiatives Marketing Inc. Take charge of your marketing success today with us as your Fractional CMO + Marketing Team. Since 2009, we’ve been supporting mid-size b2b businesses worldwide through effective implementation and execution of marketing strategy. Not ready? Sign up and learn from our monthly newsletter.
