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Tag Archive: collaboration

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 #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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B2B marketing tip #49: Dictionary, please

B2B Marketing Tip of the WeekImprove the relationship between marketing and sales by documenting the definition of a qualified lead.

Use objective criteria, such as demographic information about the business or yes/no questions a prospect can easily answer.

Be clear on which answers indicate a qualified buyer ready to be passed on to sales, and which prospects it remains marketing’s responsibility to nurture.

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B2B marketing tip #44: The benefits of membership

B2B Marketing Tip of the WeekAssociation 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.

B2B marketing tip #40: Avoid the island

B2B Marketing Tip of the WeekSuccessful, 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.

B2B marketing tip #15: Budget bliss

B2B Marketing Tip of the WeekFinance is more accountable than ever for marketing expenditures. Don’t wait until you’re asked to cut costs—be proactive and get to know the staff who handle your payables, forecasting, and annual budget allocations right now. Show your willingness to be part of the process and make their work easier.

Synch up on the best way to handle day-to-day activities, such as creating purchase orders, submitting vendor invoices for payment, or preparing for incidental expenses when you’re on-site at an event. Find out your General Ledger (GL) codes and how finance categorizes marketing expenses. Help forecast upcoming marketing spending. 

 

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #10: Campaign communication

B2B Marketing Tip of the WeekThe best campaign does little good if inbound leads aren’t handled correctly, or if the business is unprepared to execute a smooth followup process.

Keep everyone in the loop. Develop a standard email or memo template to announce new marketing activities to the organization (especially sales). Share campaign objectives, timing, target audience and where to direct inquiries or questions.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #9: Synch up with sales

B2B Marketing Tip of the WeekB2B selling means feet on the street: a field sales team, fleet of distributors or reseller network. And every sales organization utilizes a specific approach, such as Solution Selling, Action Selling or Miller Heiman.

Ask your sales leaders what methods they follow, then learn their milestones and terminology. Look for ways to align marketing communications with their process, like creating email templates for reps that match their followup steps. Work with sales to measure progress and ROI as marketing leads move through the steps of their sales funnel. 

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #6: 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.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

No time to plan?

Fast-track stakeholder support with the 30-minute B2B marketing strategy

Strategy matters, but squeezing time for big thinking in between meetings, email and day-to-day project management can be a challenge for even the most dedicated B2B marketer. Fortunately, your plan doesn’t need to be arduous or time-consuming to be effective.

In fact, producing numerous strategy briefs throughout the year, one for each significant initiative, can be more impactful and easier to accomplish than toiling over an all-inclusive annual plan.

Drafting your 30-minute plan

For each initiative, set aside a half-hour window to address these four essentials of marketing strategy. If any one is difficult to complete, review your roadblocks and consider whether the program needs to be reworked or eliminated altogether.

(1) Define your approach. Start by describing what you want to do. Limit yourself to two or three paragraphs and focus on specifics such as recommended media for the campaign, timing and target audience.

(2) Make it relevant. Show leadership you understand the big picture by demonstrating the need for your project. Frame your recommendations against a current issue or trend in the market, in the context of other marketing and sales activities or by illustrating the consequences of inactivity.

(3) Link it to a goal. Always show how your initiative ties back to an organizational objective. The stronger the link, the more likely you are to garner support. Be wary of any programs where it’s difficult to connect to company goals.

(4) Anticipate results. This critical step illustrates to leadership that marketing is a discipline—not a guessing game—and that you are the expert in your field. Close your proposal with the potential benefits of the program. Wherever possible, use industry benchmarks or results of past campaigns to establish a range of possible outcomes.

Forget length—concentrate on the four essentials

Remember, the length of your strategy matters less than simply having a marketing strategy. After all, the point is simply to communicate the need for a specific organizational investment in marketing and gain support from your stakeholders—not draft the next best-selling novel.

Every time you share your ideas and request input upfront, you build trust for the marketing team and reduce surprises during project execution.

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