b2b marketing: effective execution is critical for results

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Contact information:LYDIA VOGTNERlydia@lydiamarketingconsulting.com415-672-1870

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Let’s be honest — if one cannot execute their marketing plan and fabulous ideas, one does not get results.

The process for delivering exceptional marketing is fairly straightforward, but to complete work that drives actual outcomes, the devil is in the details.

Clearly one cannot expect a marketing plan to operate on its own...

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Introduction

It requires intelligent and motivated resources, and a lot of TLC.

Context: The Process to Develop a Plan

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For context, consider the process to develop a plan:

1. An umbrella framework that defines the role of your marketing and the strategy for which levers to pull, which problems to solve and where to allocate budget.

2. Then a more detailed framework that shapes the role of individual delivery channels...

For example, maybe...Marketing adds value by supporting the sales team and driving brand awareness

Thought leadership and webinars have the most potential to drive new leads

Marketing can best support by keeping leads warm and engaged through the sales process (lead nurturing)

Consider whether there is:A strong staff in place, with the right skill sets

Budget and resources that address key dependencies and critical barriers

Sufficient time for the team to think, brainstorm and iterate

Superb project management of the plan (and of details that take more time than one thinks)

Internal alignment, as well as tools and training

Someone focused on testing and analytics, to make sure progress and results are being measured real-time (or at least regularly)Someone assessing progress and facts to determine whether the ideas are working, and recalibrating tactics and/or messaging accordingly

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The work then begins to design tactics and measurements, and determine how they will tie together. At this stage, the devil is in the details, so...

The Devil is in the Details

The Point is...

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Developing the strategy is important, but excellence in execution is often the biggest challenge and opportunity for meeting the metric goal.

You will likely be rewarded with higher and faster ROI if you devote a large part of the budget to execution (and proactively attack that pesky devil that lies in the details).

Let me know if I can help.

Visit www.lydiamarketingconsulting.com

Contact information:

LYDIA VOGTNER lydia@lydiamarketingconsulting.com415-672-1870