What is the knowledge and practice that you need to get good at B2B marketing? And how do you work out if any given marketer is actually good at their job?

Here's my answer, as a working content marketing consultant and head of our agency. I've never formally studied marketing and learned pretty much everything through practice, so my perspective might be a little different from what you're used to.

You might notice that I did not mention any specific marketing channels or analytics. It's because I think all of that stuff is secondary to the higher-level, "meta" skills that you need to properly succeed as a marketer.