What’s next in B2B with Scott Combes

In the Spotlight: Scott Combes

There’s no doubt that B2B marketing is changing fast. That means new opportunities and new rules, but as Head of JAPAC Public Sector Marketing at Google Cloud, Scott Combes knows the state of play. 

Here he shares how and why the industry is evolving, the biggest mistake marketers can make today, and his advice for B2B marketers looking to move up the ladder. 

Most significant opportunity that COVID-19 has presented to the business. 

What we’re seeing in the public sector is that because of COVID-19, the traditional barriers to entry for driving digital transformation – speed to market, budget, skills and resources on the ground, and strategic imperative – are all being stripped away.  

That changes how we go to market. Public Sector organisations need transformation to happen now, shortening the buying lifecycle massively. Solutions that before took 9 months are being implemented in 9 weeks. So COVID-19 has presented a fantastic opportunity. 

Biggest mistake that marketers can make today.  

The biggest challenge – and opportunity – I’m seeing today is how to take the sales team on the journey with us. Everything we do now is digital, but as so much time is spent focused on customers, we don’t always have the time to educate sales on digital marketing, how customers are embracing content, and how marketing tech actually works in engaging and tracking the buying journey. 

When we pass opportunities onto sales, there’s still the challenge of thoroughly understanding the state of the lead. So how do we move away from the discussion around conversion, towards making marketing and sales work together. Only then can we better understand our customers and get the right outcome for the business.  

Why the future of B2B marketing is exciting.  

There’s never been a better time to be a B2B marketer. It’s not just engagement with sales that’s improved considerably, but also our ability to execute campaigns and leverage incredible marketing tech both from a breadth and depth perspective. 

We can now engage customers and individual personas within an organisation, at each stage of the buying cycle. Content can be tailored in a sequential manner, making our campaigns more targeted than ever before. All of which helps us deliver great results for the business.  

Biggest lesson you’ve learnt in your career 

There’s been quite a few! But looking back it has to be when I first took on a JAPAC marketing role. I had to deliver some big campaigns into Japan, and I went in thinking I had all the right answers. But the reality was I wasn’t even asking the right questions. 

Being a marketer at JAPAC level is a fantastic opportunity. But you have to go in humble, you have to listen, and when you do put forward opportunities or potential solutions, your senior stakeholders need to own it. When they do, it becomes a team outcome, and as the enabler you become successful. 

Should modern marketers be more generalist or specialist? 

I’m seeing a distinct shift from teams of specialist marketers to those with more generalist roles. As big organisations get leaner, and with the emergence of start-ups, scale-ups, fintechs and so on, individuals with a breadth of skills and the strategic agility to jump from one side of marketing to other find themselves in high demand.  

Of course, specialists do still have a role to play. But for marketers early in their careers, if you’re not moving up make sure to move sideways. This way you’ll gain wider experience, build your skillset, and prepare to jump up the ladder when an opportunity arises. 

What’s coming next could feature you. Get your story heard by reaching out to B2BNXT.