
Follow these steps to tune up your B2B marketing plan and drive new business
Goals
Determine your corporate revenue goals. I suggest you set three goals at three levels:
- Minimum
- Target
- Stretch
Determine the percentage of your company’s revenue that needs to come from new business
Next, determine the percentage of your company’s new business revenue that needs to come from marketing-generated leads
Define a “qualified sales lead” that sales and corporate management agree with
Determine how many qualified B2B sales leads are needed to meet these revenue goals
Determine how many new inquiries are needed to identify enough qualified B2B sales leads that can close during the period
Strategy
Determine the “pain” your products and services address
Determine the “pain relief” your company can provide
Determine your company’s competitive advantages and how best to articulate them
Determine the best companies and contacts to target with your lead generation efforts
Tactics
Determine where to find these companies and contacts
Determining the B2B marketing resources already available
Determine and prioritize how best to communicate with your target companies and contacts
Determine and prioritize tactics for eliciting inquiries from these companies and contacts
Determine and prioritize tactics for identifying qualified sales leads
Determine and prioritize tactics for nurturing your “not-yet-qualified” leads until they are determined to be qualified
Sales tools
Determine and prioritize the sales tools needed by your salespeople to demonstrate the pain relief offered by your company (both products and services)
Demonstrate the advantages of selecting your company instead of its competitors
Propose
Close sales
Metrics
Determine how best to measure the effectiveness of your B2B marketing programs designed to
- Generate inquiries
- Identify qualified sales leads
- Nurture not-yet-qualified inquiries
- Provide sales tools for your salespeople
Determine how best to communicate the results of your B2B marketing programs to management
Resources and Budget
Determine the resources and budget needed to accomplish the above and meet
- Minimum goals
- Target goals
- Stretch goals
Use your B2B marketing plan to justify the budget
Get your budget approved
Implementation
Determine the best schedule of B2B marketing activities designed to
Generate a steady stream of qualified sales opportunities and sales tools for your salespeople
Generate some short-term results to demonstrate competence and ROI
Determine resources needed to implement these activities
Assign responsibilities
Start implementing!
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