This may come as a surprise to you, but even the most sophisticated B2B clients don’t know everything. That’s because the daily corporate environment can be ultra-busy with current projects, meetings, and other tasks, making it hard to stay on top of all the best practices in marketing, copywriting, web content, SEO, and so on.
This means you have an opportunity to provide training as a separate project.
Just in case you’ve never worked for a B2B company, the following schedule will show what I mean. This is a very typical day in a B2B company’s marketing department.
8-9 a.m. Staff Meeting: The production manager goes through a list of 27 active jobs the team is working on, asking for progress reports and assigning new tasks.
9-10 a.m. Creative Session: The team responsible for a new website launch gets together to brainstorm the look, feel, and tone of the new site. Everyone’s encouraged to chime in with ideas captured on a white board.
10-11 a.m. Production time or Account Meeting: The creative staff might be working on project designs, copy, and other aspects of their work, while the account managers are meeting with their in-house clients (product developers or managers).
11 a.m.-12 p.m. Project “lob in”: A senior manager comes into the department, explaining that she just heard about a huge, wonderful contract opportunity. The problem is, the proposal is due in three days. All hands on deck; it could mean millions of dollars for the company. Everyone drops what they’re doing to prepare for their role in delivering this proposal.
12-1 p.m. on their own: Lunch at the desk, catch up on email, read a few online articles, look at the afternoon schedule, etc.