In this episode of Beer With Darren, I hosted two guests, James Marscheider and Daniel Fox about their excitement for B2B marketing and working with their sales team to see the long game of marketing efforts.

James is the Marketing Director at CloudCall after working in marketing for 20 years. After graduating with a business degree, James found himself in the marketing industry as the 'no wrong answer' sector.

Daniel is the Channel Marketing Director at CloudCall after entering the industry around 20 years ago in consumer goods giving him a good background in product and brand management.

Talking the difference between B2B and B2C, marketers have a decision to make and for James, B2B is more of a challenge due to tighter resources, lack of feedback, and the many buyer personas involved in the purchasing decision.

With B2B marketing you have a greater audience to convince to part with cash and the challenge is even tougher in the current climate.

You can't see people shopping for your product which makes B2B even more challenging as the essence of marketing is understanding your customer.

You must then build relationships, visit companies, talk to the different personas, and talk to your sales team to fully understand your prospects.

James and Daniel advise me on how to measure my new marketing efforts with debates on LinkedIn questioning whether revenue is really a fair evaluation.

If a marketer gets 100 leads that turn into no sales why should their bonus be affected by a lacking sales team?

The marketing team should surely be evaluated on their ability to get good MQL not how the sales team then converts them - assuming they are good MQL's.