B2B marketing is like an Earth, Wind & Fire song. You start off with a nice bass beat, find your rhythm and head towards the chorus and medley. What’s missing?
We marketers may not like to admit it, but we have a lot to learn from our software engineer friends. The DevOps method marries software engineers with QA and Tech. DevOps is honest — there’s no one man band here. Software engineers know how cool they are while admitting what they’re missing – QA (“editors” in marketing language) and Technology.
The DevOps Marketing Method
What are we B2B marketers missing in our amazing world?
Product Managers and Sales.
We need product managers in our lives because they are the Keepers of the Truth. They design and create the amazing things that we promote. Invest in your product managers for your own good. They open the door to the technology. PMs (“Product Managers”), as we call them at Panaya, are the anchors and architects of enterprise.
Product Managers are your new best friends. Earn their respect by mastering technology. Most B2B marketers in high tech don’t really like – or understand – technology. Huge mistake. You will earn their respect with your technology prowess more than with your words.
Buy new gadgets, learn Android, iOS, Windows 10 and Linux. Every new device is an investment. Own a Chromebook, Windows tablet and a vanilla Android smartphone. Next time you’re in NYC, spend time at the Apple and Microsoft stores — and not just 5th Avenue fashion.
Once you learn tech — on your own and from your faithful product managers, you can work with them. I’ve had a magical experience working with the PMs at Panaya. We take boring tech info and turn it into fascinating datasheets and brochures. Case studies come to life thanks to smart collaboration.
Part two of DevOps Marketing is sales. Sales are the equivalent of QA for software engineers.
B2B salespeople are our worst critics.
They respect us even less than product managers. Successful B2B salespeople are making a bundle of cash without much help from marketing. “Just give me a few case studies and stay out of the way,” is the B2B sales mantra. They’re usually right – unless you’re up for the challenge.
Surprise them. Sit down with them and let them speak. Listen to every word. Remember, B2B marketers serve the sales team. Our goal is to make their job as easy as possible. When is the last time a marketing professional sat down with a sales pro and said, “Can we talk?” It doesn’t happen often.
But when it does, and when you collaborate with your product managers, you will win big.