ThinkSpring Marketing & Communications

B2B marketing tip #263: Know your metrics

B2B Marketing Tip of the WeekIn the era of marketing automation, analytics and big data, it’s possible to measure nearly everything—but do you know which numbers really matter to your organization?

Figure out the top five metrics that best tell your marketing department’s story, whether it’s cost-per-lead, campaign ROI or the latest budget savings. Then, make sure everyone on the team can use these data points when meeting with leadership or in cross-functional communications.

The more you can quantify and communicate the benefits of marketing, the easier it becomes to garner support for your programs.

B2B marketing tip #262: Sign up

B2B Marketing Tip of the WeekThere’s no better way to monitor the frequency and content of your company’s communications than to receive them, just as your customers and prospects do. Subscribe to communications offered on your website, for lead nurturing programs by contacting your sales team, and through other channels.

You may be surprised what hits your inbox—especially in large organizations where departments outside of marketing can distribute their own content.

A colleague tested this approach when opt-out rates began to tick upward. Sure enough, five emails hit his inbox within an hour of indicating interest—a quick fix by sequencing timing in the marketing automation system.

B2B marketing tip #261: Summarize that show

B2B Marketing Tip of the WeekWhen it comes to planning your annual events, don’t trust memory as your guide. Be disciplined. Within 10 days of the event itself, summarize your event presence, pre- and post-show marketing, what worked well, and recommendations for change.

Use your post-show report to communicate results to stakeholders after the event, and as a refresher when you kick off next year’s planning process.

B2B marketing tip #260: Spring clean your data

B2B Marketing Tip of the WeekAs the flowers start to bloom, take time to freshen up your marketing and sales data. Work with a qualified data consultant or firm to weed out inactive, duplicate or inappropriate records. Review the information you’re collecting and make sure it’s accurate. Prioritize your best leads and give them the attention they need to thrive.

B2B marketing tip #259: 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.

B2B marketing tip #258: 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 followup emails or call script for inbound inquiries, as well as the assets and process for the marketing automation system. Then sit down with marketing operations, sales and other stakeholders to agree on roles, responsibilities and turnaround time for lead follow up.

If the campaign–such as an annual tradeshow or event–will generate more inquiries than the internal team can manage, consider an outside resource for extra capacity and time-sensitive follow up.

B2B marketing tip #257: Success by the numbers

B2B Marketing Tip of the WeekCreate strong case studies by focusing on the numbers. Use compelling before/after statistics that show dramatic improvement.

Often, a single slide with three of these figures and a short quote from the client will be far more effective—and easier to collect—than a lengthy written interview. Numbers also make for share-worthy infographics.

B2B marketing tip #256: 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.

B2B marketing tip #255: That unsettled feeling

B2B Marketing Tip of the WeekRecent stats show between 30-60% of all B2B sales end in limbo—a “no decision” decision. Move your sales forward by focusing on discomfort. Target the risks, emotions and uncertainty associated with maintaining the current course to guide your prospect toward change right now.

B2B marketing tip #254: Case closed

B2B Marketing Tip of the WeekDon’t consider your project complete until you’ve convened stakeholders for an official post mortem meeting.

Avoid the blame game, and instead take an objective look at what worked well, and how to avoid issues like cost overruns, delays or rework in future initiatives. Document the discussion and review as a group before planning begins on the next event or campaign.

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