We’re now deep into the second quarter of the year. The safe zone. We’ve recovered from the let’s change everything quarter one game plan, but still reside in a state of ignorance from quarter three and four chaos.
This, the safe zone, is the perfect time to define your B2B marketing strategy. There are an incredible amount of B2B marketing definitions floating around, making the term confusing and often misunderstood. It usually refers to anything from target markets and business goals to more specific details like social media strategy and branding.
Here are four ways to get started with your own B2B marketing plan:
- Choose where to focus your attention: What products and markets are going to take most of your attention for the rest of the year? This also means you’ll have to decide where not to focus – easier said than done.
- Maybe you have a new product launching or are overhauling your website. Decide to make marketing efforts around those areas your type priority.
- Draft a budget and stick to it: Be realistic about how much money you have left in your marketing budget. First, consider how much big ticket items like trade shows and user conferences will suck you dry, then distribute the remaining money across the weeks and months.
- Allocate funds for demand generation, channel readiness, and environmental marketing (like online advertising and press releases).
- Align all of your messages: All. Of. Them. Marketers write a lot of stuff – blog posts, eBooks, white papers, infographics… The list goes on and on. A great way to combat posting just for the sake of it, is to create a detailed marketing calendar centered around a quarterly or monthly theme.
- Plan out the subjects and authors of all of your blog posts, events and webinars, high value assets, and everything in between.
Take these B2B marketing best practices to heart. Marketing has the ability to be a serene and organized driving force for your company. However, it can quickly spiral into a realm of chaos and last minute changes. If you’re aware of this possibility, you’ll be more likely to stop it in its tracks.
If this sounds familiar, consider investing in a B2B marketing software. Working inside an automated system ensures that marketers waste less of their workday hovering over manual, tedious, busy work.