Whatever the size of your business, you want to maximise the ROI from your precious marketing budget. These are some of the key steps to take.
1 / Marketing Planning
Marketing Strategy
- Determine strategic marketing goals from business plan
- Agree the marketing & sales resources – people, tools & budget
- Define specific projects, timelines, budgets & targets
- Decide KPIs, set the measurement process, dashboard and timing
Marketing Performance KPIs
- Awareness: earned & paid media reach, search rankings
- Interest: website traffic, social interaction, media click-throughs, email open rates, event/webinar attendees
- Engagement: content views, sign-ups, social followers, email click-throughs
- Demand: MQL, SAL, SQL, closed deals, revenue
2 / Brand & Communications
Brand Messaging & Design
- Develop value propositions, differentiation points & messaging framework
- Develop brand design to support the message, & design guidelines
- Create elevator pitch, boiler plates & messaging guidelines
- Develop employer brand proposition & ESG proposition
- Be strict about compliance with brand guidelines
Media | Analysts | Influencers
- Build company reputation & executive profiles
- Develop points of view about the industry / market
- PR: multiple angles, have an opinion, case studies, research findings
- AR: brief relevant analysts, get into reports, client referrals
- IR: investor engagement, investor community comms, show ESG credentials
3 / Content & Digital
Content | Campaigns | ABM
- Thought leadership, best practice, demos, case studies, product information, offers, news, research findings ….
- Multiple formats: long- & short-form, visual & written, digital & physical
- Tailor content to target segments & key accounts – personalise
- Break stories into multiple content assets for multiple channels
Multi-Channel Digital Marketing
- Website: design for target audience & SEO, UX for desktop & mobile
- SEO/LLM:Â optimise rankings, build organic traffic, selective paid search
- Social media: share content, news & events, build profile & entertain!
- Advertising: Google Ads/PPC, search, LinkedIn, relevant publications
- Events: webinars, podcasts, surveys, communities
4 / Product Marketing
Research & Product Development
- Market sizing, trends, customer pain-points, gaps, competitors
- Define target market, customer profiles and product / market fit
- Describe product features & benefits, value propositions, USPs
- Test / pilot with sample customers
Sales Enablement
- Develop battlecards for sales teams with competitor insight
- Create customer ROI calculations & case studies
- Provide product content & ability to share & track usage by prospects
- Create feedback loop to capture customer insight
5 / Grow & Scale
CRM & Pipeline / Revenue Management
- Select CRM platform based on business requirements
- Abandon spreadsheets and make the CRM the single source of truth for marketing & sales teams
- Integrate with marketing technology – website, social sites, content
- Monitor pipeline end-to-end – enquiries, leads, opportunities, deals
Partner Marketing
- Define partner types and Ts&Cs – e.g. technical, supplier, reseller
- Create standard contracts
- TO partner comms to attract & retain the right partners
- WITH and THROUGH marketing – sales enablement, co-branding, MDF, joint campaigns
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Sally-Anne Burwell
B2B marketing, communications & PR leader with 20+ years in complex technology businesses.
Spanning product marketing, proposition development, partner marketing, brand, content, digital and PR.
Led and developed new projects and teams in large corporates & SMEs. Gets the job done.
Strategic, analytical and commercial with a pragmatic approach to change and problem-solving.
Take a look at Case Studies of work with Vodafone, Cisco, VEV, CloudPay, NATS and Scandit.
Offering projects, interim and consultancy. Please send enquiries through LinkedIn.
B2B MARKETING and PR 