ThinkSpring Marketing & Communications
 

Category Archive: People

B2B marketing tip #120: Meeting “lite”

B2B Marketing Tip of the WeekMake your meetings faster and more productive by limiting attendance. Use the time for discussion and decisions—not progress reports.

For cross-functional groups, ask a single person to represent each department. Issue summary notes to keep other stakeholders in the loop.

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B2B marketing tip #119: Talent management

B2B Marketing Tip of the WeekMarketing is a huge job, encompassing everything from budgeting to project management to complex analytics. Few of us excel at both the strategic and the tactical, the visionary and the technical—yet a successful marketing department needs all these roles.

Take time to understand what you need to run your organization and divide the duties appropriately, using both in-house and agency or freelance resources.

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B2B marketing tip #100: Stand up and decide

B2B Marketing Tip of the WeekFew of us need another meeting. Before you click your next “invite attendees,” determine if your project requires a traditional 30- or 60-minute meeting.

Can your group convene for a 10-minute “stand up” meeting in a quiet corner? Will three one-on-one telephone calls secure the same result?

Improve your office karma and your coworkers’ productivity by knowing when a meeting is the right vehicle—and when it’s not.

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B2B marketing tip #99: Faster action on leads

B2B Marketing Tip of the WeekWhat percentage of your leads dissolve each month, simply because no one takes time to follow up on them?

Before your next campaign launches, plan the response process. Draft the letters, emails or call script for inbound inquiries, then sit down with sales and agree on roles, responsibilities and turnaround time for lead follow up.

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B2B marketing tip #88: Beef up the marketing diet

B2B Marketing Tip of the WeekFeeling a bit malnourished when it comes to your marketing messages? When communications are lackluster, first take a look upstream and make sure you’re feeding your marketing team a steady flow of quality information so they can do their jobs correctly.

The best marketing comes from a collaborative effort between the product, sales and communications teams.

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Seen+Heard: Finding sanctuary and sanity

This week’s “Best of the web” comes from the Harvard Business Review blog with an always timely reminder to take a breather–advice that’s not always easy to follow in a 24/7 world.

Seen + HeardThe Upside of Downtime” shows how carving out space for reflection– even a few minutes a day–not only improves strategic thinking and makes you more productive, it also reduces stress and impacts your health.  

Check it out. >>

On Fridays, Seen+Heard presents a link to some of the best B2B marketing thinking on the web. Have a great B2B article to share or a topic you’d like to see? Tweet me @ThinkSpringMktg or contact me.

 

B2B marketing tip #85: Keep performance on track

B2B Marketing Tip of the WeekMake employee performance in your marketing department a year-round goal—not a once a year event centered around a review.

Create a job description for each employee that clearly spells out day-to-day responsibilities, and 3-5 specific goals that link to each year’s corporate and departmental objectives. Don’t leave it to one annual sitting; conduct quarterly progress check-ins so there are no surprises.

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B2B marketing tip #83: Enforce your work ethic

B2B Marketing Tip of the WeekFrom copywriting to public relations, your agencies and freelance resources learn a lot about your company in the course of day-to-day business.

Stay on good terms by developing non-disclosure agreements for all creative resources to sign up front. Outline what constitutes confidential information, how key assets will be stored, and when both sides can promote your relationship.

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B2B marketing tip #80: Speed project management

B2B Marketing Tip of the WeekImprove your project management efficiency with the right tool for the job. Manual processes or software used incorrectly only lead to rework, frustration and time wasted.

Complicated schedules and campaigns with numerous moving parts don’t belong in Word or Excel–especially those that involve large teams and frequent changes. Use a campaign management program, marketing automation tool or a Gantt chart program to show dependencies and timelines, and to allow multiple individuals to make edits or contribute their own updates.

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B2B marketing tip #79: Streamline your RFP responses

B2B Marketing Tip of the WeekEmpower your sales team to produce winning proposals—without the tedious task of reviewing each document for consistency.

Develop a catalog of standard one-paragraph product descriptions, “about the company” language and canned responses to the most common questions they receive. Store the language in a database or Intranet site where sales can easily “cut and paste” copy.

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