To ensure all your future B2B marketing campaigns have a greater chance of success. Here is a 5 point B2B marketing checklist to help achieve marketing greatness. Use this B2B marketing checklist to ensure your campaign is setup to get the results you’re after.
- Plan for the desired outcome
When we start to plan our next B2B marketing campaign, we should look to see “What’s the business outcome we seek?”. The better we can define what we need to achieve, the better the chance we will succeed at reaching it. As we all know, if we don’t know where we’re going, how will we get there? When we look for the desired outcome, we want to focus on a business objective. It should be a measurable result like products sold, customer meetings or share of market. This type of outcome is the consequence of action by teams and individuals whose goal is to deliver on the business objective. Another way we can look at it is, if what we want to achieve is not about moving the business forward, is it really that important is this goal worth doing at all. Or should we be focusing our time on something else. Its impotent to not that We might also have secondary goals in mind and they may be less measurable. But the priority needs to be on the goal which moves the company forward and we can measure. Now that we have the outcome in mind, we can start to plan just how we will achieve our goals.
- Segmented data
Customer segmentation is the practice of dividing a customer base into groups of individuals based on specific criteria. Such as location, company, product interest or past purchases. In 2016 B2B Marketers understand that you risk losing a potential customer if you talk to them about something that have no interest in. Customers now expect any messaging directed at them needs to be relevant to their needs and wants. B2B Companies employing customer segmentation understand the fact that every customer is different and that their marketing efforts are better utilized if they target specific, smaller groups with messages that those consumers would find relevant and lead them to make a purchase. By focusing on one segment of your client base you can also gain greater insight on that segment by observing the results. By creating a focused personalized message, it’s easier for B2B companies to send those customers special offers that will resonate and have a greater chance of success.
- Customer centric
We the huge amounts of information available to customers we are creating more informed and demanding customers. With greater advances made in technology and communication, combined with data and information, we have empowered the consumer to the highest level. Truly understanding the consumer is one the most important attributes for making sense of their purchasing process and decisions. By understanding our customer and creating a B2B Marketing campaign around those customers we increase our odds of success. By adopting a customer centric approach we increase our chances of building better strong relationships. Ensure your campaign is based on your customer.
- B2B Lead scoring
By using lead scoring as a key component in your campaign, you know you are creating an efficient marketing and sales process. By assigning scores to the leads you generate, you can easily determine which ones are ready to send directly to Sales and which ones still need to be nurtured. We should be avoiding to have to guess to know a potential customer is ready for that sales conversation or not. Lead scoring aims to help close the gap between marketing efforts and sales results. By laying out your lead scoring process in advance, it will make it easier to structure your campaign to achieve those results.
- B2B Analytics
During your campaign how will you know you’re on the right track? How will you know you need to make some adjustments without looking at the data? Analytics are key for all campaigns to make sure you’re on the right track and to know when to pivot your campaign strategy. Campaign analytics provides powerful performance data that helps you measure your return on investment. Understanding marketing analytics allows B2B marketers to be more efficient at their jobs and minimize wasted web marketing dollars. By digging into the marketing analytics we can generate greater insights into our customer’s preferences and be able to identify trends. Once you campaign is complete and if you see any new trends, this creates an opportunity for future campaigns. By understanding the data we can see if things didn’t go according to plan and why that happened. This also gives us the insight required to ensure all future campaigns have a greater chance of success.
Hopefully you found this B2B Marketing Checklist useful and can apply it to your next campaign. The B2B marketing checklist should help ensure you’re on the right track for marketing greatness.