What is the job of a brand manager in b2b tech, if basic brand identity, cohesion and storytelling already exists?

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^ boosting NPS is not a 1-person job. It involves a multi-disciplinary effort across Product Design, Product Management, Engineering, and Success Ops.

The job of a brand manager can vary depending on company size, but generally they are the person who, depending on the company’s product, manages the website and traffic-manages/project-manages marketing campaign initiatives, PR pushes, and brand design projects.

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In B2B tech, the product/service is continuously evolving, as are your target clients. The story of how you bring value to which clients in what market starts with product marketing, yet marrying those message points to the overall corporate position generally falls to Brand. NPS is a valid metric, however in enterprise software, often the NPS score is measured by product/line, and brand tracking often takes place through longitudinal analysis.
In startups, this can all be accomplished by the same person, however as the product set grows, and industry specific marketing starts to take place, the job of the brand manager is to make certain all the messages fit concisely in the corporate message house.

Edge case: Brand also oversees any crisis management that might be required. While this activity is not common in tech, the Covid-19 virus has shown the need for crisis comms in just about every industry.

likeuplifting

Boost the NPS 😂

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Love this reply. Question for thread: who owns the lead generation at a B2B company? Sales or Marketing? We are a maturing startup incubating within a matrixed (B2C) org. I’m looking to build my lean marketing team and define leads ownership.

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