If your company’s B2B marketing strategy appears to be taking on some water, perhaps it is time to set sail on a new course?
Since marketing plays such a key role in the direction of many companies, take the time to review your company’s efforts and if they are being directed squarely where they should be. Reviewing Your Marketing Needs
As you review your company’s marketing needs, analyze where your return on investment (ROI) could be improved, where money may be disappearing to and where you see your company’s finances down the road.
Among the specific areas to zero in on are:
Numbers review – It is important to review the company financials to determine if a change is necessary.
Marketing efforts – Where are your marketing dollars going? Have you changed anything significantly in the last six months or years? If so, what were the end results?
Get an outsider’s opinion – While it is easy to judge things from your end, have an outsider look at your marketing efforts. They can give an unbiased viewpoint as to what may be working, what isn’t likely to work and where the dollars should be going;
Do an industry review – See what others are doing with their marketing efforts. Are they putting the pedal to the metal or are they pulling back? While you don’t necessarily want to emulate what the competition is doing, it doesn’t hurt to review their efforts.
Customer feedback – Most importantly, get feedback from the clients you are marketing to. Find out what they like and don’t like. If they feel something isn’t working but you aren’t aware of that, how will you fix it?
While you don’t want to be changing your marketing efforts every month, tweaking here and there is a good thing to consider.
If you decide that a change to your B2B marketing game plan is in order, be sure you can answer the question as to why this is in the first place. At the end of the day, companies need to determine and understand the ongoing cost of promoting and advertising their brand to their customer base and the potential B2B sales prospects.
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About Fred Yee
Fred Yee is the founder and CEO of ActiveConversion, a company specializing in industrial online marketing, marketing automation, and demand generation. His work with ActiveConversion has helped hundreds of businesses succeed online and expand internationally. Fred was voted by the SLMA as one of the Top 50 Most Influential in Sales Lead Management for two consecutive years, and continues to gain recognition for his work in online marketing.