how to run a successful b2b marketing brainstorm
Post on 23-Feb-2017
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HOW TO RUN A SUCCESSFUL B2B MARKETING BRAINSTORM
B2B marketing brainstorms can boom or bust based on the quality of your preparation and how well you engage participants.
EVER BEEN IN A MARKETING BRAINSTORM THAT JUST
FELT PAINFUL…?
BORED PARTICIPANTS. VAGUE BRIEF. RUBBISH
IDEAS. UNCLEAR OUTPUTS.
ZZ
Z
USUALLY BAD BRAINSTORMS ARE CAUSED BY LACK OF PREPARATION
There are three factors to consider when planning a marketing brainstorm:
RESEARCH ENGAGEMENTINPUT
RESEARCH
The quality of the data, information and insights brought to the session
“ULTIMATELY, POOR DATA QUALITY IS LIKE DIRT ON THE WINDSHIELD. YOU MAY BE ABLE TO DRIVE FOR A LONG TIME WITH SLOWLY DEGRADING VISION, BUT AT SOME POINT, YOU EITHER HAVE TO STOP AND CLEAR THE WINDSHIELD OR RISK EVERYTHING.”
– Ken Orr, The Good, The Bad, and The Data Quality
A WELL-ROUNDED B2B MARKETING BRAINSTORM SESSION STARTS WITH DATA, BUILDING A CONVERSATION AROUND PERFORMANCE TRENDS AND PATTERNS
THE MORE DATA YOU HAVE AVAILABLE, THE
MORE INFORMED YOUR DISCUSSIONS
WILL BE.
USE ALL OF THE CHANNELS AVAILABLE TO YOU:
CUSTOMER DATA
WEBSITE ANALYTICS
FOCUS GROUPS AND SURVEYS
INDUSTRY RESEARCH
PAST MARKETING ACTIVITY
RESEARCH SHOULD TAKE PLACE BEFORE THE SESSION, NOT DURING
The brainstorm is a chance to review the information and use it to spark ideas
ASK YOUR TEAM:
WHAT RESONATES WITH OUR
PERSONAS?
ASK YOUR TEAM:
WHAT RESONATES WITH OUR
PERSONAS?
WHICH FORMATS WORK BEST FOR OUR AUDIENCE?
ASK YOUR TEAM:
HOW CAN WE APPLY THAT TO THIS
CAMPAIGN?
WHAT RESONATES WITH OUR
PERSONAS?
WHICH FORMATS WORK BEST FOR OUR AUDIENCE?
INPUT
The people you involve in the session and how they prepare for it
THINK CAREFULLY ABOUT THE GUEST LIST FOR YOUR PLANNING SESSION - INVOLVE AS MANY DIFFERENT VIEWPOINTS AS POSSIBLE, BEYOND THE MARKETING TEAM
WHO COULD ADD A DIFFERENT PERSPECTIVE, OR THINK ABOUT
THINGS IN A DIFFERENT WAY?
Share information on lead quality,
behaviour and the sales process
Share common enquiries,
complaints and issues
Align activity to product features
and benefits
SALES PRODUCTCUSTOMER SERVICE
CONSIDER INCLUDING YOUR EXISTING CUSTOMERS IN YOUR BRAINSTORM TO SHOW YOU A DIFFERENT ANGLE ON THINGS
EVERYONE SHOULD COME TO THE SESSION PREPARED WITH
DATA, INSIGHTS AND IDEAS FROM THEIR OWN AREA OF EXPERTISE
ENGAGEMENT
The levels of interaction and engagement from participants during the session
“IF THE MEETING IS RUN PROPERLY, EVERYONE FEELS AS THOUGH THEY ARE CONTRIBUTING TO WHAT THEY WILL BE WORKING ON IN THE FUTURE.”
– Scott Berkun, Author and Speaker
EVERYONE IN YOUR B2B MARKETING BRAINSTORM SESSION HAS
SOMETHING TO CONTRIBUTE
THERE IS NO SUCH THING AS A BAD IDEA…
There are definitely bad ideas… but there are
no worthless ideas!
THERE IS NO SUCH THING AS A BAD IDEA…
EVEN THE MOST TERRIBLE IDEA COULD SPARK AN INTERESTING
CONVERSATION
INVITE EVERYONE TO SHARE THEIR IDEAS - NO MATTER HOW CRAZY -
AND MAKE SURE ALL INPUT IS VALUED
Allow for the introverts and extroverts in your group – make sure everyone gets a chance to contribute
REMEMBER - WHAT YOU PUT IN TO A B2B MARKETING BRAINSTORM
DEFINES WHAT YOU GET OUT OF IT
(Crap in, crap out, as our MD Alistair would say…)
For successful brainstorms, invest time in preparing those three key elements:
RESEARCH ENGAGEMENTINPUT
TURN YOUR MARKETING CAMPAIGN IDEAS INTO HIGH-PERFORMING REALITY
The brainstorm is only the start - find out how to build & optimise marketing campaigns that deliver performance
with our our foolproof 5-step methodology.
READ THE CMO’S DEFINITIVE GUIDE TO HIGH-PERFORMING PROMOTIONAL CAMPAIGNS
ACCESS NOW
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