ThinkSpring Marketing & Communications
 

Category Archive: People

B2B marketing tip #171: Be prepared

B2B Marketing Tip of the WeekStaying cool in a crisis separates companies that thrive from those who may not survive. Consider the scenarios that could impact your company’s operations or reputation, or require immediate crisis communications.

Work with executives now to develop a plan, including roles and responsibilities, key messages and communication vehicles—including social media.

B2B marketing tip #163: Hit the road

B2B Marketing Tip of the WeekTired of nagging product management for ideas for the next webinar or blog post? Wasting valuable time reminding sales to review and approve campaign materials? Create a better working relationship by proactively attending your stakeholders’ weekly department meeting.

Ask for time on the agenda, then optimize everyone’s time by getting team input during time they’re already set aside for collaboration. Consider a short presentation to educate your counterparts on the marketing process.

B2B marketing tip #153: Get professional about strategy

B2B Marketing Tip of the WeekEven the most experienced marketers can benefit from an outside perspective. Consider hiring a professional facilitator to run your next strategy session.

An outside consultant can provide an objective viewpoint, keep discussions focused, and give internal leadership a chance to fully participate.

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B2B marketing tip #148: Find a youthful eye

B2B Marketing Tip of the WeekWorried you’ve lost the passion for your profession? Sharing your expertise with younger colleagues, volunteering as a mentor or giving back through a trade association is a great way to remember what you love about your career. Teaching, training and helping someone else find their way yields great personal rewards.

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B2B marketing tip #147: Bringing marketing and IT together

One of the hottest organizational trends is restructuring marketing and IT to a single reporting relationship—signifying how technical the 21st century marketer’s job has become.

Even if this isn’t yet the case for your company, be proactive and schedule a recurring meeting with your IT leadership. Work together to forge a constructive relationship and clear understanding of what each team needs to do, in order to power your marketing infrastructure. Consider everything from the website and social media, to CRM and email marketing, to opportunities for deeper data analysis, security and automation.

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B2B marketing tip #145: Lead through connection–not control

B2B Marketing Tip of the WeekA recent article in Forbes magazine caught my attention with this quote:  “Great leaders inspire and then get out of the way.”

Improve your leadership by making genuine emotional connections with your team. Honest conversations, empathy and respect can move even the most difficult project forward smoothly.

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B2B marketing tip #144: Sharpen your skills

B2B Marketing Tip of the WeekMarketing continues to become a more technical profession. Stay competitive in your job by keeping current on the latest skills, from social media marketing to data analysis and content curation. 

Check out LinkedIn’s list of the “25 Hottest Skills That Got People Hired” in 2013.

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B2B marketing tip #130: Prevent a content drought

B2B Marketing Tip of the WeekEvery content marketing strategy starts with the best intentions to publish on a regular schedule—and most face interruptions when internal resources lack time to support the project.

If you’re short on resources, forget creating new content. Instead, fill your gaps by promoting topical articles and posts from industry thought leaders or customers. Customize these “re-posts” by creating an executive summary that calls out the information most relevant to your audience.

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B2B marketing tip #128: Inject action into brand values

B2B Marketing Tip of the WeekIf your brand values exist solely as a list of adjectives in the company style guide or employee handbook, they’re not really driving value to your brand at all.

Revisit these critical attributes and make them tangible. What type of employee behavior would demonstrate the value? Customize these desired actions so staff in every department have clear guidelines.

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B2B marketing tip #123: Stay current

B2B Marketing Tip of the WeekThe rapid pace of technological change makes education a top priority for marketers, whether it’s the latest social media applications, mobile marketing trends or adapting copywriting and design skills to online media.

Don’t let budget be a factor—online courses, business publications and even networking will yield results.

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