Marketing Defined | Pomerantz Marketing

Define Integrated Marketing Communications: What Is That, Again?

All the Info You Need to Win at Integrated Marketing

There are obviously many benefits to developing a well-thought-out marketing plan, which is why we’re constantly talking about making it a priority and helping our clients to get theirs in order. We even created our e-book, How to Make Your B2B Marketing Not Suck, to help readers walk through the necessary steps toward a cohesive plan. One of the other benefits of going through that process is ending up with a map for integrated marketing communications. But what does that mean? We’re here to define integrated marketing communications for you so you can keep it in mind as you’re marketing.

Well, it really is what it sounds like: having a cohesive message that you deliver across all channels for your company or brand. It’s not just about a consistent look and feel, though – you’ve got to strategically integrate your marketing efforts in order to maximize their effectiveness.

And it doesn’t mean using the same words everywhere you’re marketing (that’s actually a terrible idea) but keeping your core message at the heart of all efforts. This is why having a marketing plan can make developing integrated marketing communications pretty simple – you know your value proposition as well as your different audiences, channels and main areas and projects you plan to tackle. Take that big picture and push that value proposition consistently but in a variety of ways, and boom! You’re an integrated marketing communications master!

While this is a pretty common sense approach once you dive in, let’s also look at some of the more specific benefits of integrating all of your messaging.

1. Maximize Budget: using that one big idea in a variety of ways can save money on creative, design and copywriting

2. Build Your Brand: consistency only reinforces who you are and solidifies that brand image across channels

3. Strengthen Relationships with Target Audiences: delivering a similar message to everyone but in ways tailored to their preferences balances the need to present a strong value proposition and prove you know what your potential customers need

4. Enhance Effectiveness of Your Campaigns: reiterating your message in a variety of ways bolsters those campaigns, with social posts supporting direct mail which in turn reinforces print advertising, and so on

So turn your brain onto the idea of integrated marketing communications, and reap the benefits!

Still don’t have your marketing plan in order? Reach out to us now, or download our free e-book to get started immediately!

Pomerantz Marketing - Marketing 101 Blog

Developing a Content Strategy that Will Take Your Online Marketing to the Next Level

In my last Random Thoughts blog post, I talked about how ongoing, consistent effort is required to nurture your website so that it performs how you need it to. You can’t build a site and then just let it roll – you’ve got to keep working on it, improving it and responding to change. A huge part of this can be accomplished by developing a content strategy.

Developing new content can be overwhelming. From blog posts to e-books to site pages, there are endless opportunities for content creation. It even goes beyond your site and into the social media world or writing for other publications to bring readers back to your site. Plus, who’s going to do all that writing and planning?

For the Pom team, writing our JumpStart blog series and then designing and launching our new e-book, How to Make Your B2B Marketing Not Suck, were two (big) pieces of our content strategy puzzle. So how did we decide to do this? What led us to develop these specific pieces? And how did we get it done?

Let me take you down the path we traveled to help you pull together your own content strategy

Content Strategy | Pomerantz Marketing

1. Target

Figure out who you’re targeting with your new content. In other words, go back to those personas you’ve developed (no clue what I’m talking about? Check this post out.) and think about creating content for each persona type.

2. Research

Once you know who you’re developing content for, figure out what interests them or what kinds of questions they’re asking. Brainstorm ideas for how to help this specific audience. For our e-book, we pictured all of those overwhelmed marketing managers who have so many balls in the air that they don’t know where to start. Then we thought about what kind of content could be helpful to them.

3. Develop

Now it’s time to get writing. We decided to develop an e-book because the topic we wanted to address was so huge. An e-book allowed us to write in depth on the topic and to provide helpful tools in the form of worksheets. If the problem was smaller, a blog post may suffice. Or maybe just a single worksheet. Figure out how to best convey the information you want to share, then gather the right people to get it done.

Often, development of content is where many people get hung up. Maybe the expert on the subject isn’t a writer, or perhaps people won’t commit the time you need. This is an essential part of developing a content strategy – figuring out how exactly you’ll execute. Break it down and figure out how the essential team members can fit the work into their schedules, and make it a priority.

4. Analyze

Once you’ve posted your new content, analyze its performance. Whether that’s by tracking visits to a blog post via Google Analytics or through form fill-outs or even through new leads, see what content is performing best for you. Then, figure out how to replicate that performance. Is it the writing style? The use of good imagery? Did the topic really resonate? Apply this to your future content plans.

5. Repeat

Publishing one awesome blog post is a great start, but it’s not going to get you very far. Consistency is key when it comes to content. Figure out what schedule works for the team you have, then follow through. Develop a content calendar a few months ahead of time to allow you to work ahead and bank content.

And if you just don’t have the capacity to get it done, look outside for help. At Pom, we not only write content and develop supporting graphics for our clients, but we also come up with a robust strategy that fits in with your overall marketing plans.

New Pomerantz E-book: How to Make Your B2B Marketing Not Suck

How to Make Your B2B Marketing Not Suck: an E-Book for Frustrated B2B Marketers

GAME-CHANGING READING FOR THOSE OVERWHELMED BY B2B MARKETING

How to Make Your B2B Marketing Not Suck: an E-Book for Frustrated B2B Marketers

How to Make Your B2B Marketing Not Suck by Pomerantz MarketingPomerantz Marketing is excited to share our new, complimentary e-book, How to Make Your B2B Marketing Not Suck! We’ve taken the highlights and most helpful tips from our JumpStart series and boiled it down into a free, even easier to follow, step-by-step guide to help you make the most of your B2B marketing.

We see frustrated B2B marketers pretty much every day – navigating Marketing Land on your own can feel completely daunting. We’d love to help you figure out the best route forward, whether it’s through this e-book or directly as your marketing agency partner. No one should have to go it alone!

This e-book walks you through each step of the process we use to develop strategic marketing plans for our clients, starting with goal prioritization and ending with an actionable list of items to tackle. We’ve taken our JumpStart series and added in even more concrete ways to help you, including a detailed graphic you can use to build your own marketing engine.

Along with the step-by-step guide, this free e-book also includes a handy, interactive worksheet for each step of our proven process. Once you’ve read the e-book and completed each worksheet (type directly in the pdf!), you’ll be well on your way to having a solid marketing plan based on concrete data.

If at any point you need a little extra help, reach out to us! We want you to succeed.

Get your copy of How to Make Your B2B Marketing Not Suck now >

 

Random Thoughts: Take Care of Your Site for Reliable Lead Generation

If You Don’t Take Care of Your Website, It Won’t Take Care of Your Business

Take Care of Your Site for Reliable Lead Generation

Developing the JumpStart 2018 series of blog posts was good for our agency. We applied the techniques and exercises that we successfully use in helping our clients to focus and be strategic for ourselves. After all, just because we’re a marketing agency doesn’t mean we don’t face the same struggles in Marketing Land as our clients. We are all living and working in complicated, overwhelming times. It takes proactive, deliberate effort to push forward and move the needle in today’s world. As a result, we have our marketing plan in place plus an ongoing list of tasks and initiatives dedicated to the proper care and feeding of our website to ensure reliable lead generation.

As a business owner, I rely on our website to generate new business opportunities for our agency and keep our sales pipeline full. This is why one of my business objectives for 2018 is: We are tending to our website on a weekly basis in order to ensure that it’s a steady, reliable lead generation machine for our agency.

The reality is that having a website that is a reliable lead generation machine takes a village. It’s not realistic for one webmaster to know how to do it all. In our agency, we have someone who eats, sleeps and breathes Google and keeps us up to speed on any/all algorithm and protocol changes we need to address. She also happens to be a whiz at keyword research. Then, we have an online marketing specialist who studies our Google Analytics every month and strategizes and implements various ways for us to grow our online presence. We have a web developer (or, web mechanic as I like to call him) that troubleshoots and fixes the annoying, inevitable issues that arise when you’re really paying attention to what’s going on with your website. He also helps us add new functionality to our site. Add to this mix a designer and copywriter who fuel our site with new graphics and content to keep it fresh. And then there is me and the rest of our team who pretend we are potential customers and regularly scout around our website calling out issues we spot, mentioning ideas we have for new content and testing functionality.

All of the work we do on our website is documented and maintained so we have a log that we can refer back to in order to recall the work that has been performed. It’s sort of like the records you hope your doctor maintains on your visits but maybe even better.

The reality check that I hope to impart from all of this is that if you’re serious about relying on your website as an integral part of your business — whether for lead generation, recruiting, brand awareness, etc. — it’s not a set it and forget it kind of thing. It requires the ongoing, regular, consistent effort of people who know what they are doing. Plus, it’s becoming more complicated, not less. You need to either staff up with the right mix of talent or outsource it to a team of professionals that do this stuff all day everyday — like us.

JUMPSTART 2018 STEP 1: Defining And Prioritizing Annual 2018 MARKETING GOALS – So, What Are You Actually Looking to Accomplish This Year?

How to Bring It All Together in A Realistic 12-Month Strategic B2B Marketing Plan

JUMPSTART STEP 7: STRATEGIC B2B MARKETING PLAN

How to Bring It All Together In A Realistic 12-Month Strategic B2B Marketing Plan

If you’ve been following our JumpStart plan from the beginning, you now have a ton of valuable information at your fingertips. (Just joining us? Read through our first six blogs to learn what you need to do to get your building blocks in place!) But what do you do with all of this information? Put it into an actionable, functional plan. By developing a 12-month strategic B2B marketing plan, you will have a clear path forward for the year, making your marketing much more effective and purposeful.

It can seem daunting to get started, but lucky for you, you’ve already gathered most of the information you need to build a strong marketing plan. Now you just need to write it down and translate it into actual strategy and tasks.

Personally, the Pom team likes to build marketing plans in PowerPoint rather than a dense all-text document. Breaking your plan up into slides makes it easier to see the big picture while still being able to drill down into the details – it helps you simplify and focus your plan. Here’s an outline we use to build such a document:

  1. Goals
  2. Target Audiences
  3. Current Efforts
  4. Competition
  5. Sales Team Insights
  6. Value Proposition
  7. Marketing Engine
  8. Plan for Each Piece of the Marketing Engine
  9. Measurement Methods
  10. Budget

As you can see, the first 6 sections are basically already done! You don’t want to repeat everything you’ve learned from your research into these areas – you just need to pull out the highlights and key takeaways. Try to keep it at one slide per item. The idea is to have all the work you’ve done easily accessible and readable to share with others in your company and for you and your marketing team to reference throughout the year.

The marketing engine is where you really start to get strategic. Break up your marketing efforts into pieces like:

  • Website
  • Content Marketing
  • Social Media
  • Email Marketing
  • Events
  • Marketing Tools (presentations, brochures, etc.)

JUMPSTART STEP 7: STRATEGIC B2B MARKETING PLAN-How to Bring It All Together In A Realistic 12-Month Strategic B2B Marketing Plan

What marketing areas have you worked on in the past, and are there any new ones to add?

Next, create a slide for each section of the marketing engine – here, you may want more than one for each area. This is the meat of your marketing plan. Write down specifics for each one. Think about what the research from the first six parts have told you. Is it time for a website overhaul? Do you need to focus on SEO? Do you want to send more email to your target audiences to better communicate your value proposition? This part will take a good amount of time and brainstorming, but remember, you have the building blocks in place.

We like to develop a simple visual that captures the marketing machine to make sure we (or our clients) stick to our marketing plan. This is really helpful to refer back to throughout the year while following your plan. Print it out and put it up front and center in your office. You’ll be able to see at a glance if you’re staying on top of all parts of your mix and maintain focus.

The last two steps are how you’ll stay on track and prove the value of your marketing plan. You want to be sure you have measurement tools set up to capture your ROI for all of these efforts. Continuous tracking, measuring and reporting should be a key part of your plan.

Finally, set your budget. Maybe you know your budget and need to fit the puzzle pieces into it, or maybe you need to present and get a budget approved based on what you’ve outlined in your plan. Either way, it’s good to have it as part of this ultimate marketing plan document.

Whew, you’ve made it! After following all of the JumpStart steps, you’ll have a really solid grasp on your marketing for the year. With the research and discovery to back up your plans, plus the tools in place to keep you on track, your 2018 marketing should be your best yet.

We know building a marketing plan from scratch may sound like a huge undertaking, but it’s totally doable.

If you don’t have the time or resources to do it yourself, though, the experts at Pom are ready to take over for you. Reach out to us now! Put POM On It >

 

JUMPSTART 2018 STEP 1: Defining And Prioritizing Annual 2018 MARKETING GOALS – So, What Are You Actually Looking to Accomplish This Year?

Value Proposition & Brand Positioning

JUMPSTART STEP 6: VALUE PROPOSITION & BRAND POSITIONING

How to Create a B2B Value Proposition that Rocks

Up until now, every step of the JumpStart plan has been all about discovery. Discovery of what you want to accomplish, who you should be talking to, how your past efforts are working, what your competition is up to and how your internal teams think you’re doing. Now we start to bring all of that together with your value proposition. So let’s talk about how to create a B2B value proposition and what exactly that is.

A value proposition tells your prospective customers why they should choose your business over your competitors, and what makes your services unique and better than other options.

By thinking about all of the factors you’ve been evaluating, your value proposition should start to become obvious. Take everything you’ve discovered, and think about what stands out about your business.

  • JUMPSTART STEP 6: VALUE PROPOSITION & BRAND POSITIONING How to Create a B2B Value Proposition that RocksWhat did your sales people tell you about the competition?
  • What areas of differentiation did the competitive review highlight?
  • What does your target audience want to hear?
  • What has resonated and worked in the past?

Now, align that with what you know you do well, and it all starts to come together.

We’re not talking about creating one perfect statement that does it all. You’re going to want to edit and tweak it to different audiences, channels, etc. A value proposition can include a few pieces that you put together in multiple ways for different purposes. It can help to break those pieces down into core values and the brand promise.

Core values are the building blocks of your brand. Why do you do what you do? How do you do it? These are what you believe in as a company. By connecting them to each other (via everything you’ve already discovered about your business), you can come up with your brand promise. This simple statement should encompass your core values and easily say what makes you special.

Often, the trickiest part of defining core values and brand promise is getting consensus from the decision makers of your business. After all, your company can be something pretty different to all of the members of your C-suite, board or even marketing team. But by going back to the research and all you’ve discovered by following the JumpStart steps, you should be able to distill it into words and statements that make sense on a broader scale for your business.

By combining those pieces with great marketing writing, creativity and strategy, you will be able to communicate your value proposition in any situation and bring it to life. Whether it’s on your website, a trade show display, print materials, digital advertisements, social media or in a presentation to a prospect, your value proposition should be front and center, leading the way.

 

Want someone else to pull it all together for you? Our team of experts is happy to help!  Put POM On It >

JUMPSTART 2018 STEP 1: Defining And Prioritizing Annual 2018 MARKETING GOALS – So, What Are You Actually Looking to Accomplish This Year?

B2B Target Market Personas

JUMPSTART 2018 STEP 2: B2B Target Market Personas

Step Back and Ask Yourself: Who Am I Really Trying to Reach?

In the B2B world, it can be tricky to nail down exactly who makes up your target audience. Sure, it’s easy enough to list off your dream client companies or the industries they’re in, but who specifically is going to make the decision to hire you? Defining your target audience is not just about a list of companies; instead, you need to be specific about who the decision-makers are. By creating detailed B2B target market personas, you’ll allow yourself to speak directly to the needs and wants of those in charge.

So, what exactly is a target market persona, and why is it especially important in B2B marketing?

Basically, a persona is a representation of a typical person within your target market or audience. It’s a detailed description of an example contact’s background, job responsibilities, likes, goals, challenges and more that makes them who they are and factors into how they make decisions.

Looking at these specifics can really help you understand your potential customers’ needs and enable you to speak to how you can solve their problems. For B2C companies, this is often pretty simple – you have a product that this specific person needs or wants. But as a B2B business, you’re not selling to one person – you’re selling to an entire company. Obviously, the entire company isn’t making the decision to hire you. Instead, one person or a small group of people within that larger company will be pulling the trigger. That’s who you need to tailor your messaging to, but it can be difficult to get started.

How do you begin to develop B2B target market personas, then?

We recently went through this exercise again (it’s important to constantly look at your personas to refine them and make edits as your business changes), and we found the best way to start is by using your current customers for the initial framework.

(By the way, it can really help to have someone outside your own business facilitate this process. If you’d like us to help guide you through, reach out!)

Think about your clients, and pick a few that are pretty different from each other. Maybe they differ based on size, structure or even who your main point of contact is. The key here is to develop a solid group of three to four individuals who are generally representative of your client base.

JUMPSTART 2018 STEP 2: B2B Target Market Personas Step Back and Ask Yourself: Who Am I Really Trying to Reach?From there, it’s time to build your personas. Here’s an easy-to-use downloadable template you can use as a worksheet to develop your personas.

These are the main areas we covered and questions to answer about each persona:

1. Background: title, industry, experience level, team reports to
2. Sources for Info: favorite publications, social networks and associations, and how they like to receive info
3. Job role: responsibilities, tools/resources needed, sources of pain/frustration, and how their success is measured

It’s important to be very specific, but if you’re working from a real person, you should also think about additional characteristics to add that may apply to someone similar to them. Work with a few people on your team to develop these personas to make sure you’ve got a well-rounded picture. It can be helpful to give your personas catchy names that describe them, so you’ll have something easy to refer to when developing your marketing strategy and messaging.

Of course, it’s still important to look at the bigger picture, too. Don’t throw out that list of dream client companies – just dig into it a little deeper. You should still develop marketing messaging and content that speaks specifically to target markets – the type of companies you want to hire you or buy your product or service, whether based on industry, location, size, etc. The key here is to use that as a starting place and let the insights gained from developing your target personas help further define and hone your message.

If you do, you’ll be able to start marketing from a solid base – a great foundation to JumpStart your marketing!

Did you miss Part 1 of JumpStart 2018? Read now to get help developing your marketing goals. And keep an eye out for Part 3, all about analyzing your current marketing performance, coming soon.

JUMPSTART 2018 STEP 1: Defining And Prioritizing Annual 2018 MARKETING GOALS – So, What Are You Actually Looking to Accomplish This Year?

Defining and Prioritizing Annual 2018 Marketing Goals

JUMPSTART 2018 STEP 1: Defining and Prioritizing Annual 2018 Marketing Goals

So, What Are You Actually Looking to Accomplish This Year?

Welcome to JUMPSTART 2018! JUMPSTART 2018 is your marketing roadmap created by the experts at Pomerantz Marketing to help you kick your marketing into high gear in 2018. For more information about this series, visit https://pomagency.com/jumpstart/. And read on for Step 1: Defining And Prioritizing Annual 2018 Marketing Goals

With a new year comes the opportunity for new goals. Now’s your chance to really figure out what you need to focus on to make your marketing the best its ever been.

But defining and prioritizing your annual 2018 marketing goals can seem daunting – after all, there are so many channels to focus on, tons of tools available, countless people to answer to and things are constantly changing. Where do you start? How do you ensure your goals are helping you and not just making your job harder?

The experts at Pomerantz know how to help you answer those questions and create a plan for defining and prioritizing your marketing goals – it’s what we do! Here are some valuable tips to help you get your head around your goals. (pssst…don’t want to try it on your own? Reach out to our team now for help. Just fill out the form on the bottom of that page, and we’ll be in touch ASAP!)

Be Specific

It’s not enough to just say, “I want MORE” or “I want BETTER.” Sure, that may capture the general idea of what you want, but it’s not an achievable target. Isn’t half the fun of goals crossing them off your list once they’ve been reached? So put a number to it. Instead of just wanting MORE leads and sales or BETTER Google rankings and social media presence, define it.

Look to the Past

One of the best ways to start when it comes to defining goals is to look to your past performance. If you’ve been getting two leads a month for the past year, it’s not super realistic to think you can immediately jump to 100 a month. Back that number down a bit. What number seems realistic?

Think about what you’ve had to do in the past to get to where you are now. Are you willing and ready to contribute that amount of work and money multiple times over to achieve that goal?

Make it Challenging but Achievable

Still want to reach 100 leads a month? Think about how you can incrementally, realistically get there. Maybe state that you want to be getting 100 a month by the end of the year (and make sure you have the budget to back it up!) or by next year. Or if your company is growing and you have the budget to add to your support (internal or outsourced), hire the help you need.

Either way, make sure you’re thinking through how achievable your goals are. Goals need to challenge you and encourage you to work hard. But if they’re totally out of reach, you won’t put that much effort into it, knowing you’ll never reach them.

Start Big and Work Backward

Sticking with the 100 leads example, if you set that as your big goal for the year, create smaller goals that will contribute to its achievement. Perhaps you want to rank #1 for a few specific keywords that will drive potential leads to your site. Or maybe you want to provide three new, well-designed sales tools to your sales team to bring in leads.

Whatever your BIG GOAL for 2018 is, add a few supporting goals to help you get there. You’ll be making progress and have something to check off your list as the year passes.

Choose Goals that Get You Excited

Working toward a goal you don’t really care about won’t be nearly as successful as working on something in which you’re invested. Being authentic and true to your passions will lead to a much better result. Don’t just choose something because it sounds impressive to your bosses – they’re not the ones who’ll be working on it day in and day out. Find a way to align your passions to the ultimate business goals of your company.

Get the Team on Board

Finally, share that excitement! Get the team into the challenge and make sure you have their buy-in before you push a huge goal onto their plates. Being clear about your expectations of their involvement in achieving the goal will help them understand why they’re important to the process. You could even help them define their own goals in relation to your company’s larger goals.
On the flip side (and referenced above), you’ll also need to get your bosses, board or whomever you answer to invested in your goal. You’ll need their support (in finances, time or staffing) to meet your goal, and you want them to be just as excited about that target as you are.

Figure Out What Comes First

If you only set one big goal for the year and create smaller, supporting goals, prioritizing shouldn’t be too difficult. But if you have two, three or even four big goals (we don’t recommend having much more than that unless you have a whole lot of support), it can be challenging to know where to start.

Look at your whole list – does one jump out and scream, “Me first!” Maybe you recognize that it will give you the greatest return in the least amount of time, or maybe it’s the one your company is counting on the most. It could just be the one that gets your wheels turning – the one you immediately have the most ideas and excitement for.

You should also look at the day-to-day tasks you know need resources, and figure out which goal can fit in most easily to the resources you have available. Finally, you may just need to multitask and/or delegate. And if your goals are already overwhelming you, it’s time to go back to the beginning and refine that list. Or just hire more help!

Stay tuned for Part 2 of JUMPSTART 2018, where we’ll be talking all about target audiences!

Tracking and Proving That Your B2B Marketing Plan Works - Marketing That Doesn't Suck - Pomerantz Marketing

Marketing that Doesn’t Suck: Part 5

Tracking and Proving That Your B2B Marketing Plan Works - Marketing That Doesn't Suck - Pomerantz Marketing

Example #5: Tracking and Proving That Your B2B Marketing Plan Works

It takes a lot of time and effort to set up a successful B2B marketing plan, so once you’ve got those building blocks in place, track that success and prove that your strategy is solid. The most successful marketers are able to show what their strategy has achieved for their companies, and even more importantly, fix and improve on what could be better. Despite this, less than half of B2B marketers use analytics effectively.

With the tools available today, from Google Analytics to marketing automation software to call tracking, there are countless ways to measure the effectiveness of your marketing efforts. It’s easy to get busy with the day-to-day implementation and planning, but tracking is important. Make sure that your team formalizes what it measures, and set up metrics for both overall performance, such as YTD numbers, as well as metrics for individual program or specific campaign performance.

Here’s a pretty comprehensive list of metrics that you could be (should be) giving your attention. You can track everything from form fill-outs on your website, content downloads, demo requests and event sign-ups to calls via tracking numbers, which emails work better (try A/B testing a couple of different versions) and which banner ads or remarketing campaigns are succeeding. Successful marketers stay aware of the metrics that matter to their businesses, and they use the tools available to them to analyze and shift their strategies.

That leads to the second, and most important, part of this message: once you know what is and isn’t working, tweak and change your B2B marketing strategy and plans based on the data gathered. What’s the point in learning something isn’t working if you don’t make it better?

Constant improvement should be a key component of your B2B marketing plan. By measuring and paying attention to the metrics, you’ll see where you have gaps in your strategy or where a campaign has missed the mark. You can also show what is working, and apply the strategy behind those wins to other areas. This will allow you to align your strategy with industry benchmarks and meet the demands of marketplace.

This also means that you’ll spend your money wisely, refocusing resources where you know you’ll succeed. Your budget will thank you, and so will your CEO! Proving the value of your work also proves the value of you and your entire marketing team. Sounds like a win!

 

Need help tracking and proving the success of your B2B marketing campaign?

PUT POM ON IT >

Businesses That Give in to the Chaos and Don’t Implement a B2B Marketing Strategy - Marketing that Sucks - Pomerantz Marketing

Marketing that Sucks: Part 5

Businesses That Give in to the Chaos and Don’t Implement a B2B Marketing Strategy - Marketing that Sucks - Pomerantz Marketing

Example #5: Businesses That Give in to the Chaos and Don’t Implement a B2B Marketing Strategy

If you’re in charge of your company’s B2B marketing strategy, you know how complicated it can be to get it right. After all, you’re not just trying to convince one guy to buy this one product. You have to prove the worth of your company’s service or product to multiple people on different teams within your target market (or markets!). Many companies find it difficult to nail it all down, so they just end up making marketing mistakes and wasting money. This is why you need a B2B marketing strategy that takes into account the many factors that go into a sale or new contract.

A successful B2B marketing plan should start with basics and build from there. So what are those basics? Here are four building blocks that should be part of every B2B company’s marketing strategy:

1. Know your audience.

What’s the point of trying to sell your business if you don’t know the buyer? B2C companies can often identify their target easily, but like I mentioned above, in the B2B world you’re selling to various decision makers in multiple industries. So think it through, and write it down. Pay attention to everyone in the decision chain, and note what makes each one different. What’s important to the procurement department may not matter to the CEO or the end user of your product or service.

2. Provide value to that audience.

Once you’ve fine-tuned your list of audience members, think about what they want or need to hear. Some members of the audience may care about cost savings while another just wants a product that’s easy to use. Your marketing messages should reflect these various perspectives.

3. Explain how your offerings are unique.

Match your company’s strengths and differentiators to those value messages. You’re not just telling your audience what they want to hear – you’re explaining why your company is the one that can deliver.

4. Convert that message into new leads…and new business.

Your message resonated with your target audience – congrats! But now what? You need a solid platform in place to convert that into concrete leads. That could be a) a well-designed responsive website, b) a sales team supported by stellar marketing materials, c) a social media presence that makes it easy to get in touch, or d) all of the above (and more)!

That sounds like quite a lot of balls to keep up in the air at once, doesn’t it? Add to that brand positioning, content marketing, event marketing, and all of the other pieces that go into a comprehensive B2B marketing strategy, and it’s beyond overwhelming. Don’t be that company that ends up in marketing chaos. Get started on your strategy, and reach out to the experts (I’m raising my hand!) if you need help.

 

Don’t Let Your Company’s Marketing Suck (and stop being mean to your Marketing Manager).

Contact us to learn more about our Outsourced Marketing Services >