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Tag Archive: confidence

B2B marketing tip #87: The three Cs of good marketing budgets

B2B Marketing Tip of the WeekDeveloping a sound marketing budget is about more than just numbers; it’s an exercise in consensus, credibility and confidence.

  • Consensus comes as the the organization agrees to marketing goals and priorities;
  • Credibility builds as marketing outlines measurable activities and past results; and
  • Confidence occurs as stakeholders see a clear link between their priorities and how marketing will support them.

Learn more tips for building your B2B marketing budget.

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Build your best B2B marketing budget

Six tips to smooth the process and win approval

After six years of marketing consulting, I am still surprised by the number of sophisticated, established companies that operate without a marketing plan or formal budget.

Whether your organization requires it or not, the budget process is a smart investment.

Good budgets achieve the three Cs

Developing a budget is about more than just numbers; it’s an exercise in consensus, credibility and confidence.

  • Consensus comes as the organization agrees to marketing goals and priorities.
  • Credibility builds as marketing outlines measurable activities and past results.
  • Confidence occurs as stakeholders see a clear link between their priorities and how marketing will support them.

A sound budget:

  • Aligns marketing efforts with organizational goals.
  • Empowers marketing staff with clear priorities and spending parameters.
  • Streamlines the execution of marketing campaigns.
  • Enables strategic relationships and volume discounts with key suppliers.

Beware of fast-track methods

There are several approaches to budgeting, and the strongest starts from scratch. Beware of fast-track methods that simply increase or decrease last year’s total by a percentage, or base marketing expenses on a percentage of revenue. Macro changes like these rarely account for fluctuations in sales, one-time expenses such as product launches or acquisitions, or efficiencies gained by automation and testing. These approaches also undermine connectivity—the critical process of showing how the proposed budget number correlates to a desired outcome.

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Seen+Heard: Build your best budget

Seen + HeardIf you’ve ever struggled to find the right numbers, gain consensus from team members or make your marketing budget process more like a discipline and less like a guessing game, then this week’s “Best of the web” is for you.

The Harvard Business Review shares three quick tips for creating a realistic budget.

Check it out.>>

Every Friday, 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 #56: Signing off

B2B Marketing Tip of the WeekConsistency breeds professionalism and confidence in your brand. Extend it across the organization with standard email and voicemail signatures.

Develop a brand-compliant format and distribute it across the company. Ask HR and IT to incorporate these elements into the new employee welcome process.

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B2B marketing tip #25: Well said

B2B Marketing Tip of the WeekUm… well… you know… er….

You may have the next big idea—but what’s it worth if your spokespeople can’t convey it appropriately?

Make the most of your message by investing in media and public speaking training. Hire an outside expert to coach executives, sales staff and presenters on best practices. If budget is an issue, videotape staff and work together to identify opportunity areas. 

 

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.

The leap that started it all

A little over five years ago, in August 2005, I took a giant leap that eventually resulted in ThinkSpring Marketing & Communications. It was not a bold and decisive moment that launched me as an entrepreneur, but a series of small steps that evolved into something significant. And like most major endeavors, it has certainly had its moments of fear, uncertainty and doubt.

The same approach that launched my business—building energy and confidence by planning the small, “do-able” elements that will ultimately achieve a greater goal—is now the cornerstone of ThinkSpring Marketing. It’s at the heart of the tagline, Making big ideas manageable. It’s what I set out to accomplish in my own activities and in each and every client engagement. It’s what I hope the posts in this blog will articulate.

If, like me, you are passionate about great ideas, effective process and sound strategy for B2B marketing, I invite you to join me here in conversation. Here’s to unleashing the fearless marketers in all of us!

 

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