b2b marketing: effective execution is critical for results
DESCRIPTION
B2B marketing plans need TLC to perform well. Developing the strategy is important, but excellence in execution is often the biggest challenge and opportunity for meeting the metric goal. This presentation shares considerations and tips to help bridge the gap between strategy and execution. About: I help companies develop (and execute) effective marketing and communication strategies & plans. Affordable B2B marketing and communications consultation and support for startups, small and medium businesses, and marketing agencies across the globe. -Brand, marketing and messaging strategy -Marketing planning and implementation (inc. digital marketing and social media) -Content and communications -General advice and guidanceTRANSCRIPT
Visit Lydia’s Marketing Consulting at www.lydiamarketingconsulting.com
Contact information:LYDIA [email protected]
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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
©Lydia’s Marketing Consulting | www.lydiamarketingconsulting.com | Contact: [email protected] | Follow & Connect
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...
©Lydia’s Marketing Consulting | www.lydiamarketingconsulting.com | Contact: [email protected] | Follow & Connect
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 [email protected]