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March 12, 2012 by Diane Fiderlein
 Marketing is a constant learning curve, making campaign testing a must.
Split your list into two or more random segments, testing only one variable at a time with a single group. Repeat successful findings with a larger group to verify results.
For online campaigns, use testing to determine which subject lines, offers and days of the week produce the highest open and click-through rates.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
March 5, 2012 by Diane Fiderlein
Cut the time to close in your sales cycle by focusing on what really triggers a buyer: a problem that your product or service can solve.
Save feature-benefit discussions until after a prospect clearly states their pain points. Remember, it’s not a lead unless there’s a need.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
Three strategies to boost marketing productivity
March 1, 2012 by Diane Fiderlein
 While we are enjoying a blissfully mild Minnesota winter, there’s always a certain amount of seasonal weather-proofing. One of my least favorite chores is sealing up the drafty window in our kitchen, a project that involves about 20 feet of rope caulk, sheets of see-through plastic, a stepladder, several awkward angles and just a few four-letter words. I’ve done this every year since we bought our house in 1999.
This December, it suddenly it dawned on me, wedged precariously into the sink and behind the light fixture: we could replace our 60-year old window with something better fitting and more energy efficient.
We could eliminate the tedious workaround and solve the problem once and for all.
But we’ve always done it this way …
It’s no surprise that it took me twelve years to reach my a-ha moment. Going about our day-to-day tasks, we focus on checking off items on the To Do list, not analyzing whether the way we accomplish completion is the most efficient or effective. We fall into the trap of “because we’ve always done it this way” and simply stop seeing the issues—or the possibilities.
Every marketing department has more on the wish list than resources allow. Identifying and reducing your workarounds is one of the best ways to work smarter and improve capacity.
Find your MacGyver opportunities
Start your marketing overhaul by recognizing your MacGuyver opportunities—those operations held together with chewing gum, old gym socks and good karma. Where do systems lack integration? How often are you re-entering data? Which tasks take seven steps when three should do?
Use these three criteria to address your top issues:
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February 27, 2012 by Diane Fiderlein
Organize your marketing copy so it’s accessible for text-lovers and skimmers alike.
Replace long blocks of text with short bulleted lists. Add compelling headlines and subheads throughout. Use pull-quotes, captions and call-outs to convey key information such as problems solved and benefits of your product or service.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
February 20, 2012 by Diane Fiderlein
Association memberships can add up quickly, especially when each individual or department signs up separately. Centralize the budget for dues, subscriptions and sponsorships, then negotiate group discounts.
Document (and use) additional benefits of membership, such as directory listings, sponsorships, advertising and speaking opportunities, list rental and discounted event attendance.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
February 13, 2012 by Diane Fiderlein
Tired of clip art and poor imagery in your company’s PowerPoint presentations? Make it easy for non-marketers to maintain your brand image by creating an accessible library of approved images.
Purchase, crop and save a variety of brand-appropriate stock photography and illustrations in formats compatible with your presentation software. Solicit input from frequent presenters on new content they need to tell their stories, and add new images regularly.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
February 6, 2012 by Diane Fiderlein
Make sure the resources allocated to your next event match its potential. Set a clear goal up front and drive all event-related activities toward meeting it.
Common goals include: number of booth visitors and number of leads generated during the event, and number of sales appointments set and opportunities produced within a certain timeframe following the event.
Remember, few tradeshows produce new business directly; set up a mechanism to track and measure leads over time as they mature into qualified sales opportunities.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
January 30, 2012 by Diane Fiderlein
Before clicking “invite” on your next meeting request, take time to set clear expectations and use everyone’s time wisely. Define the meeting objective in one sentence and make sure it can be accomplished in the time allotted. List the take-aways you want to collect from the group discussion.
Lastly, identify a clear role for each participant. Limit attendees to active contributors; use a summary email to inform others of meeting findings or status updates.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
Help! The first quarter’s here and we need a plan now
January 26, 2012 by Diane Fiderlein
 If this cry for help sounds familiar, don’t panic. There’s no time like the present to set your course.
Follow these five steps to expedite your marketing roadmap:
1. Start small
There’s no minimum timeframe for planning. What’s important is defining activities that will help the organization achieve its objectives. Tackle the next six weeks or 90 days and work your way up to a six- or 12-month plan.
2. Prioritize
The marketing wish list will always exceed available resources, so be realistic. Focus your plan on your top three channels, products or organizational objectives and how to support them. Sort potential activities into categories: Required, Desired and Nice. Execute programs in the same order.
3. Delegate
It’s marketing’s job to support organizational goals—not to create them. Ask leadership to share their objectives. Use sales targets, revenue plans and product business plans for guidance. This information gathering will speed your timeline and engage the team.
4. Dedicate time
Like oil and water, strategic thinking and day-to-day marketing tasks don’t mix. Schedule 60-minute blocks of uninterrupted time to draft your plan: no email, no phones, no meetings. If you’re in a high-traffic area, work in a conference room. Make a checklist of items you need to complete, and set a reasonable goal for each work session.
5. Expect revisions
Every plan is a working document, one you will likely adapt as market conditions or business priorities change. When this happens, be flexible, involve others and use the plan as a communications tool. Add or change activities with the same Required-Desired-Nice categories used to develop the plan.
As with any skill, the more you plan, the more proficient you’ll become. And, even a small plan trumps a reactive, ad hoc approach.
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January 23, 2012 by Diane Fiderlein
Successful, strategic marketing stays in touch with the organization at all levels. Don’t rely solely on your manager to convey market news or company updates; develop relationships with your peers across the organization. Meet periodically with sales and product management colleagues to stay in tune with active projects and potential needs.
Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.
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