How to Become an Innovative B2B Marketer: Integrating Innovation Into Professional Development Plans

The pandemic has presented B2B marketing leaders with the perfect opportunity to rethink the culture of their teams. To make this shift, integrating innovation into development plans and holding employees accountable for the changes is key. Professional development plans should be SMART and tailored to the individual.

Questions such as whether plans are in place, what strengths and weaknesses exist and what goals are desired should be asked. Development plans should outline goals and objectives, and provide detailed, actionable recommendations. For example, senior leaders could aim to win awards and increase employee satisfaction through innovation, mid-level employees could become experts in a particular area, and junior employees could shadow colleagues in other departments to increase understanding of the business.

With a focus on innovation, creativity and effectiveness, development plans can help build a foundation for a more successful marketing team. This way, employees can feasibly apply the strategies and tactics they learn and ultimately create lasting culture change.