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It's undeniable that 2020 has fundamentally changed the world of marketing—and, with it, the expectations of the millions of professionals in the field. For B2B companies, those expectations were changing fast even before the pandemic hit. Now, the pace of change has accelerated dramatically.

To navigate such a rapidly changing, complex world, B2B marketers must be ready to take on a new, consultative role. Marketers must now become solutions architects and manage the entire sales and marketing ecosystem—creative, messaging, experience, digital media, offline media, data, analytics, and more—to better align with customers' changing expectations and to solve their emerging problems.

The opportunities are both exciting and challenging. Here are six ways to embrace your new role and get ahead of trends to make yourself an even more valuable business partner.

1. Erase lanes every chance you get

Whether on the agency or client side, the world of a B2B marketer has long consisted of separate lanes—for media, creative, experience, analytics, public relations, sales, and so on. But in many cases, those internal structures were built for a world that no longer exists.

Planning, executing, and measuring efforts exclusively from each other will result in returns that diminish at an accelerated pace. Your customers don't care about your internal structure. Whether or not you do, they see business interactions as a part of one long and complex story. B2B customers in particular don't differentiate between paid and organic touchpoints; all they're concerned about is whether they're receiving value at every point in the journey.

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Six Tips for Moving From B2B Marketer to Solutions Architect (And Why You Should)

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ABOUT THE AUTHOR

image of Scott Ensign

Scott Ensign is VP of strategy and partnerships at Butler/Till, a female-owned, 100% employee-owned, results-driven marketing agency and one of the fastest-growing private companies in the United States.

LinkedIn: Scott Ensign