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Tag Archive: internal communication

B2B marketing tip #191: Campaign communication

B2B Marketing Tip of the WeekDevelop a standard email template that makes it fast and easy to announce new marketing activities to the organization (especially sales). Build lists in your email program to simplify distribution.

When a new program debuts, share campaign objectives, timing, target audience and where to direct inquiries or questions with your stakeholders.

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 #37: Go public

B2B Marketing Tip of the WeekMake it easy for sales reps, executives, the product team and other stakeholders to know what’s happening in marketing. Publish a calendar that shares drop dates and target audiences for lead generation efforts, ad campaigns, tradeshows and customer communications.

Issue frequent reminders with links to the calendar and examples of upcoming programs. Proactive internal communication builds a strong base of support for the marketing department.

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 #32: Improve the feedback loop

B2B Marketing Tip of the WeekFrustrated with the input you receive when you circulate marketing materials for review? Take control of the approval process by addressing specific requests to the right individuals.

Do you want feedback on accuracy of product features? Votes on which headline to use? Debate on font size and colors? Communicate clear expectations to optimize reviewers’ time and keep marketing in control of key decisions.

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 #29: Find the best buyers

B2B Marketing Tip of the WeekUnqualified leads waste time and resources, and create unnecessary friction with the B2B sales team. Better target your efforts by developing 3-5 objective, quantitative criteria to qualify every product and every market segment. Use these questions to screen inquiries and new prospects.

Bonus: If you find significant interest among those who are unqualified, pass this valuable information along for the product team to evaluate new solutions.

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 #21: Stamp out acronyms

B2B Marketing Tip of the WeekGive your brands the respect they deserve by spelling out the full company or product name in communications—even on second reference. Avoid abbreviations, acronyms and jargon that erode brand equity.

Be vigilant in policing internal communications as well—bad habits within the organization will quickly find their way into confusing external documents, presentations and emails.

  

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 #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 #4: Be prepared

B2B Marketing Tip of the WeekStaying cool in a crisis separates companies that thrive from those who may not survive. Consider the scenarios that could impact your company’s operations or reputation, or require immediate crisis communications.

Work with executives now to develop a plan, including roles and responsibilities, key messages and communication vehicles. An issue may never arise, but if it does, you’ll be ready to respond quickly and effectively.

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.

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