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Tag Archive: goals

B2B marketing tip #36: Set your 2012 goals

B2B Marketing Tip of the WeekEnd the year with a set of New Year’s resolutions for marketing. What will you do differently in 2012? What new benchmarks will you strive to achieve?

Make at least one aspiration a BHAG: a Big Hairy Audacious Goal. Get inspired and bring positive energy back from the holiday vacation.

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 #19: It is ours to question why

B2B Marketing Tip of the WeekSwamped by marketing tactics and ad hoc requests? Struggling to create a plan—or stick to it?

Regain control with one simple question: “What is the objective?”

Next time sales or management (or even another marketer) asks for an unplanned activity, turn the conversation from tactics to strategy by identifying the goal of the request. Start with why there’s a perceived need, not what the solution is.

Then, evaluate whether the new tactic is the best way to meet the objective, and whether it’s more of a priority than your planned campaigns. Be prepared to suggest alternatives that may better reach the goal.

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.

Making a commitment to B2B public relations

Evaluate your organizational readiness to go beyond the news release

Thinking about adding a public relations component to your B2B marketing efforts? Working with trade media, bloggers and industry influencers can be a great way to generate awareness and position your organization as a thought leader.

As you outline your PR plan, make sure your stakeholders understand that effective PR isn’t a one-time activity—it’s a long-term commitment.

There’s nothing wrong with issuing the occasional news release through a web distribution service, but that limited approach is a far cry from engaging a comprehensive media program.

Test your media readiness

Here are six considerations to evaluate your organizational readiness for B2B public relations: Click here to read more »

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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