I’m sure I’m not the only B2B marketing professional that falls into this trap, which is why I’ve decided to put together some resolutions for 2016. Perhaps you’ll join me in abiding by them!
RESOLUTION #1 – GET BACK TO DATA BASICS
Prospect databases are the key to all B2B marketing campaigns. Take a step back and look at your key contact lists – are they up to date? Are they comprehensive enough? Is the data sufficiently detailed and segmented? I suspect most of us could try harder in this area, and a bit of time and investment will reap rewards in terms of campaign results.
RESOLUTION #2 – REVIEW TOP LINE MESSAGING
Sometimes we get so bogged down in the detail that we can’t see the wood for the trees. In a crowded market, companies lacking clarity in their value proposition will become undifferentiated and therefore go unnoticed. Look at your top line messaging and answer honestly: does it communicate what you do simply, clearly and concisely? If not, it’s time for a rethink.
RESOLUTION #3 – IDENTIFY 3 THINGS THAT AREN’T WORKING, AND STOP DOING THEM
As marketers, we should be constantly reviewing what our databases engage with, and what’s generating ROI – and channel energy into the areas that are getting the most effective results. However, not everyone does this often enough. I happen to think trade shows do not generate enough sales leads, while one of my personal bugbears is people who are destroying the value of LinkedIn by overselling, rather than sharing ideas and insightful comment. Pick 3 things that aren’t currently working, and stop doing them. It’s that simple.
RESOLUTION #4 – MAKE SURE MARKETING LEADS ARE BEING HANDLED CORRECTLY
A frustratingly large number of hard-earned leads are not converted, purely because communications break down between marketing and sales. Make sure they are followed up – by yourself or someone else – until you get a response. Ideally, that will be in the form of a meeting.
What are your B2B marketing resolutions for 2016? Share them with me on Twitter, @ChrisFieldFW – we’re in this together!
