B2B Marketing Directors are particularly busy these days.

While the economy shows signs of improving, they are skeptical and cautious. They will believe there's an upturn when their budgets and headcounts go back up. Until then, they are running as fast as they can on the tightest resources.

In addition to their own jobs, they are covering for the Events Coordinator who got laid off a year ago, one line-of-business Marketing Manager who hasn't been rehired, and the downsized Product Specialist who used to be so good at sales presentations.

As if they weren't busy enough, B2B marketing consultants and content strategists are telling these harried Marketing Directors that they must also take over the role of print trade media, and think and act like publishers.

The consultants and strategists are correct, but many B2B marketers, in actual practice, are giving this approach lip service at best. Many I know spend too much of their time revising budgets, reporting on metrics, managing people, sitting in budget meetings, and--low on the to-do list--generating content. They have no energy to dynamically transform their content strategy, as it is recommended they do. Deep down, they know it is an imperative--but the notion is overwhelming.

What's the answer? A simple shift in perspective can make the marketers' job easier, not harder. Know the buyer intimately, and write the marketing plan from their point of view.  In fact, to knowing the buyer intimately is a requirement of today's "brand as publisher" imperative that is often underestimated.

Releasing a new product? The product launch schedule and list of features are your drivers. Customer-requested enhancements, and their advantages, are your buyers' drivers. Going to a trade show? The schedule of your company's events is your driver. Recommendations for events IT managers will find interesting is responsive to your buyers' drivers.

The prospect's point of view will uncover better ideas for content, ensure the most appropriate delivery channels, and engage prospects--all of which will make a Marketing Director's job easier.