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Tag Archive: time management

B2B marketing tip #106: Make time for strategy

B2B Marketing Tip of the WeekPare down your To Do list and use the time saved to focus on more strategic work that too often gets pushed to the back burner.

Select three items and either delegate them within the organization, outsource them to freelance resources or simply leave these lower priority activities for a later date.

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B2B marketing tip #41: Maximize your meetings

B2B Marketing Tip of the WeekBefore 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.

B2B marketing tip #27: Establish your boundaries

B2B Marketing Tip of the WeekCorporate marketing can easily evolve into a 24/7 commitment—if we allow it. Take control. Carve out your strategic “think” time and the all-important non-work time—then stick to it.

Block lunch hours on your calendar—then leave the building. Instruct team members when it is/is not appropriate to contact you after hours, then support decisions they make in your absence.

And, when you do burn the midnight oil, save your emails in your Drafts folder to send during business hours the next day; don’t broadcast your willingness to work overtime.

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.

B2B marketing tip #14: Tally your productivity

B2B Marketing Tip of the WeekTrack your time and activities for two weeks, then use this information to improve efficiency, better forecast your availability for future projects, or to justify additional resources. Note where urgent requests and administrative tasks prevent you from accomplishing more strategic activities.

List your major activities in a spreadsheet, such as “Plan fall tradeshow,” “Generate monthly leads report,” or “Route newsletter copy for review.” Log your time against these activities in 15-minute intervals. Avoid broad categories like “Miscellaneous” or “Meetings.”

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 #11: Be smart about content

B2B Marketing Tip of the WeekDon’t let deadlines for newsletters, blog posts or other ongoing communications catch you off-guard. Develop an editorial calendar to keep your company blogs and social media properties current and on message. Plan content for a minimum of 30 days.

Cross-promote by linking articles to existing campaigns whenever possible. Produce several “evergreen” posts in advance to ensure a seamless flow of content.

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 #8: Schedule inspiration

B2B Marketing Tip of the WeekStrategy drives effective marketing, but a hectic day of meetings, emails, calls and projects leaves no time for new thinking or rejuvenating your inner creative. Block out time every month for big-picture ideas and strategic planning. Use a conference room or offsite space to make uninterrupted progress.

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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