I recently wrote a blog about some of the trials and tribulations many physical store retailers are going through, and whilst 'Marks and Spencer' was the focus of that particular post, it's message should resonate with all businesses regardless of them being in B2B, or B2B.

The world of marketing is probably at its most challenging today than its ever been, the need to keep pace with the ever changing 'digital' landscape is breathtaking, employing guys and agencies with beards to 'do social' doesn't seem to cut it without a clear and internally aligned direction, strategy, ownership, and employee engagement.

Using social media platforms as a way to continue to 'advertise and promote' what you do is turning people off in their millions, so why do you still do for your company what you wouldn't do in your personal life?

The expectations of the ignorant 'C-Suite' executive who talks about adhering to 'our communications policy' which is focused on the age old external corporate messaging diatribe in order to placate the shareholders, and in an attempt to provide encouragement to the customer that 'all is well in company XYZ' is a thing of a bygone age.

There is a much more authentic, empowering, and productive way of going about this, and its called 'employee engagement, which in turn leads to employee advocacy'.

We’re not talking about yoga sessions and matcha tea breaks. We’re talking about a marketing team that leads cultural change from within.

Since marketing teams are in the motivation business, turn that energy around and focus some of it on your own people. Bring out the vision that lies inside every one of your fellow employees.

When you do that, you’ll join the elite 30 percent of companies whose employees are at least somewhat engaged—body, mind, and spirit—in the company’s mission. That’s huge.

With engaged, focused employees, you’ll not only turn them into brand ambassadors. You’ll have the top talent knocking on your doors.

When prospective employees come in for an interview and see every team in your company in love with their work, they’ll want to sign on. The more your talent pool grows, the more innovation. The more innovation, the better products you’ll have—and better campaigns to showcase them with.

Internal communications are every bit as important as communicating your product’s benefits to customers. When you think of your internal teams as your first customers, you’ll keep them on the same page all the way from concept to development to finished product.

Employee engagement if done within the right framework, and with the correct skill set training can lead to huge advocacy gains with customers and prospects, and if done correctly has proven to deliver a 30%+ increase in incremental business.

If you want to better understand how to unlock the 'Superpower' that is Employee engagement please contact the author of this blog.