For a B2B company to successfully compete, your marketing team must embrace digital marketing and build your strategy around 12 core skills (detailed below). No single person has all 12 of these skills. Successful digital marketing requires a team. But given the often limited resources available to small and mid-size companies, hiring a marketing team is not realistic. So your marketing person should be your Strategist and Project Manager who partners with outside resources as needed. External marketing components plugged into a marketing department is a smart strategy.