B2B Marketing Strategy and Planning: Beginner's Checklist
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Transcript of B2B Marketing Strategy and Planning: Beginner's Checklist
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Visit Lydia’s Marke/ng Consul/ng at www.lydiamarke/ngconsul/ng.com
Contact informa/on: LYDIA VOGTNER lydia@lydiamarke/ngconsul/ng.com 415-‐672-‐1870
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Introduction
Are you tasked to develop a launch plan or a fully integrated marketing plan to drive leads?
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Introduction
Are you new to B2B marketing and unsure of best practices and/or the sales process?
NEW?
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If so, consider asking yourself the following questions before developing tactics
Introduction
These are some of the high-level areas to think through to help ensure success...
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Think it Through
Do you have a solid understanding of the business vision and financial goals?
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Think it Through
If not you should obtain it before doing anything else
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If not, what do you need to do
to develop it?
Think it Through
Do you have a point-of-view (POV) on how marketing can help meet those goals?
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Think it Through
Do you have a POV on which tactics within the marketing mix will have the strongest impact?
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Think it Through
Do you have the necessary budget and resources to effectively execute them?
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Think it Through
If not make the business case to get what you need and if that’s not possible
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Think it Through
Encourage discussion about your barriers up front to help ensure the marketing team prioritizes effectively
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Think it Through
Do you have a framework for the marketing communications strategy…
…that allows stakeholders to
weigh in on objectives and
contribute tactical ideas?
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Think it Through
Are stakeholders aware of dependencies that may require their active participation?
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Think it Through
Make sure key people and areas are aligned with you and ready to do their part because if they’re not
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Think it Through
It could have an adverse effect on your results as well as internal relationships (and possibly the respect and morale of your staff)
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Think it Through
Do you have a Messaging and/or Brand Toolkit that everyone can work from when crafting communications such as…
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Think it Through
emails scripts
video promotions Websites
presentations product co
llate
ral bl
ogs
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Think it Through
It can be a rough draft that will evolve but at least some type of brand and messaging strategy is critical
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Think it Through
to ensure your message is relevant, engaging and consistent
This is a Company that gets me!
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Think it Through
Do you have a Measurement Strategy figured out across tactics?
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Think it Through
Have you figured out how all the metrics will come together to determine whether or not the plan is delivering?
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Think it Through
If not, get ahead of that and encourage dialogue early so that everyone is on the same page to determine... .
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Think it Through
How well the plan is set up to measure and
How best to address key gaps or potential risks in determining ROI
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Think it Through
Have you assessed where various components of the plan need to integrate to be effective?
For example...
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Think it Through
Is there a messaging framework that needs to be implemented simultaneously across the web, sales collateral, email, videos, etc.?
Are the dots connected to activate, manage and measure social media?
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Understanding this could help you consider the necessary resources and execute in a timely manner
Think it Through
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Think it Through
Have you thought about third parties that are a dependency for certain tactics?
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The sooner you can research and engage vendors and agencies necessary for implementation
Think it Through
Such as for campaigns, design, research and lead management the better
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This often takes longer and is more complicated than you think
Think it Through
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Think it Through
Have you determined who in your organization needs to be trained and educated about what the marketing team is doing?
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Thinking about this ahead of time will help you gain respect
Think it Through
as it ensures everyone is comfortable with what’s going on
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and that key stakeholders are part of the process
Think it Through
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Think it Through
Have you established milestones to assess how the plan is doing?
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Think it Through
Do you have resources that can pull together the necessary data and information?
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Always think ahead about how you will respond to a demand from Senior Management to...
Think it Through
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Show me how our marketing communications efforts are driving business and/or at a minimum supporting the sales process
Think it Through
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You’ll be considered a leader if you demonstrate you are proactively thinking this way
Think it Through
Visit this blog post for the complete narrative: Beginner’s Checklist for the Corporate B2B Marketer
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. Here are some great training resources if you want to stay current on B2B marketing trends and best practices ongoing
Membership Training Courses
Think it Through
Community
Webinars Learning
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Let me know if I can help. Visit http://www.lydiamarketingconsulting.com Contact information: LYDIA VOGTNER [email protected] 415-672-1870