You’ve most likely played this game with friends. If you could be any animal you wanted which one would you be and why?
Lion is a popular choice because of their strength. Many go with dolphin because of their intelligence. Elephants are recognized for kindness and loyalty.
For today’s business-to-business and public sector marketer, a more practical choice might be the octopus. That is because the eight arms sure could be handy.
The corporate marketing function has historically been a creative and logistical endeavor. Campaigns were concepted, brought to life and executed through digital, social and traditional channels.
Now, marketers are asked to take on so much more as their value, standing and accountability in the company is recast. Here are the roles the corporate marketers who we work with at Strategic Communications Group (Strategic) are typically asked to assume:
- Brand Champion: Define craft and maintain the organization’s corporate and product positioning.
- Customer Advocate: Understand needs and help translate this insight for product development and customer service and support teams.
- Content Creator: Thought leadership, best practices and industry insight to educate and inform key audiences.
- Technologist: Marketing automation, analytics and social media tools and technologies to build a scalable demand generation function.
- Sales Enabler: Measure ROI by how campaigns and programs directly influence each stage of the pipeline and, ultimately, revenue capture.
OK…that is five…what about the three additional limbs you’d have as an octopus?
You tell me. What did I miss on the list? Comment on this blog or add to the discussion by joining the more than 200 marketers who are members of the Modern Marketing Today LinkedIn group.