Roadmap for B2B marketing success
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A high-level view of the key elements to creating a roadmap for success: goals, buyer personas, channels, tactics, and measurement.
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Roadmap for B2B marketing success
- 1. Building a roadmap for marketing success
- 2. What I do: A fractional CMO for B2B companies, specializing in brand positioning and messaging, strategic planning and tactical execution. Twitter: @marketingsparkk Website: marketingspark.co
- 3. I wrote a book about how to embrace the power of brand storytelling (a labour of love)
- 5. WHAT I LEARNED FROM WHALES
- 6. Lack of well-articulated strategy meant too many tactical options to tackle and complete
- 8. “The essence of strategy is choosing what not to do. ” - Michael E. Porter
- 11. WHY MARKETING?
- 12. COMMITMENT
- 13. Brand awareness Media coverage Sales/Leads Website TrafficDownloads Leads Demo requests Customers Brand awareness Media coverage SEO HR VC Step #1: Identify your goals. What matters to drive your business forward?
- 14. Make sure your marketing goals make sense
- 15. Be crystal clear about what you do, who you serve, why it matters to them, and how you’re unique.
- 16. How to Discover Your Story • What do you do? • Who are your customers? • What problems are you solving? • How are you unique or different? • What are your competitors’ stories.
- 17. VALUE PROPOSITIONS For ____________ (target customer) Who ______ (statement of the need or opportunity) our our (product/service name) is ____________ (product category) that (statement of benefit) ____________ .
- 18. For B2B companies looking to attract and engage better prospects, Marketing Spark is a fractional CMO consultancy with expertise in brand positioning and messaging, strategic planning, and tactical execution. My value proposition:
- 19. What is your product or service? Describe it in one-sentence. How is it unique or different than the competition? …..even in a small way. Who really needs your product? Who is your ideal customer? What are your customers’ biggest problems or needs? What are the biggest benefits? What is the impact on users? According to customers, what are your product’s strengths and weaknesses? Brand Positioning Worksheet
- 20. Brand Positioning Statement Template For _________________________ Targeted customers Who need to __________________ Solve this problem We (your company) _____________________________________ Describe the product and the value delivered Unlike the competition (e.g. ABC, XYZ), our product.... ____________________________________ How your product is unique
- 21. TARGET AUDIENCES (aka Who matters to you?)
- 22. TARGET AUDIENCES • What are their needs, points of pain and interests? • What are the purchase triggers? • How do they research and make decisions? • What are the competitive options?
- 23. BUYER PERSONAS INSIGHT INTO YOUR CUSTOMERS
- 24. Target Audiences Involve Different People Within Buying Process
- 26. Social media Blog Videos Infographics Website Newsletter White papers Sales sheets Case studies Webinars Trials Trials Demos Consultations Proposals Estimates
- 28. Dance Where the Party is Happening
- 29. Avoid the Shotgun Approach
- 30. The LRP System
- 31. 1. Direct mail 2. Webinars 3. Infographics 4. Blogs 5. eBooks 6. Social media 7. White papers 8. Case studies 9. Websites 10.Conferences 11.Podcasts 12.Videos 13.Newsletters 14.Media outreach LIST YOUR CHANNELS (list everything relevant) I
- 35. • What marketin will be done? • Who’s going to do it? (internal, freelancer, contractor, agency) • How will it be done? (aka best practices) • How often will a marketing channel be used? • How do you measure success? • What tools should you use?
- 36. “However beautiful the strategy, you should occasionally look at the results” -Winston Churchill
- 37. Measure, measure, measure • Reload • Double-Down • Expand your horizons
Notas do Editor
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- So, let’s talk about how you determine your brand positioning. It’s a process with multiple steps. First, you need to look inward….and trying to do it without biases or sticking to what you know. In many cases, have a third-party help with brand positioning provides valuable perspective.
- After asking questions internally and exploring the competitive landscape, this worksheet will help you answer the key questions.
- Here’s a brand positioning template. There are many ways to develop brand positioning. This is just one tool that you can use.