If you’re a B2B marketer or sales professional, chances are you spend a lot of time and effort doing copious amounts of research on how to best market your product or service. You most likely study mass quantities of content, article after article from a plethora of reputable sources that all convey similar messages:
- Test and learn from your marketing efforts
- Create compelling content
- Direct Mail is dead!
- Direct Mail is alive!
- You must build a Twitter and Facebook presence
- Email subject lines will make or break you
- BIG DATA!!!
While these are all important considerations for fostering marketing success, unless you work for a large organization it's very difficult to manage all of these tactics with limited time and staff. You have also, no doubt, heard from the many marketing automation tools out there that are selling “the dream.” What is “the dream”? “The dream” is the ability to solve all your marketing problems by simply feeding your BIG DATA into one tool that will email prospects, send direct mail, drive leads, provide reporting, and potentially take your kids to a baseball game and do your laundry, all in the same day.
If only these promises and simple steps to success were true. What no information and technology can provide on its own is a successful marketing plan and strategy to drive additional revenue, sales efficiency and smart, economical marketing.
To gauge your needs for internal or external support, develop a plan, or at least start by asking these questions:
- Who are our current customers? Do we really know?
- Do we know who our future customers are?
- What does our perfect customer look like?
- What do they like about our organization?
- What is our marketing goal?
- Is our goal realistic?
- What is our marketing and sales budget?
- How many leads, and sales, do we need to be successful?
- How successful were our past marketing efforts?
- What is our sales staff’s selling style?
Now you can begin to put together your “dream” marketing plan and budget, with the goals you’ll need to achieve.
Create your very own THINK TANK. Bring all of your trusted advisors into one room and present your dream plan. Allow them to help you create individual strategies and tactics that can be a fit for your organization.
At the end of this planning effort, you’ll be able to start a conversation with your senior decision makers to build a solid, reasonable budget and begin to find partners who could support your approved plans. Many partners like SIGMA work with marketers through the planning phase. Get the help you need to plan and sell new ideas that can jump start your results towards your annual goals.
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