B2B Marketing Idea: Assess Your Marketing Program
If you haven’t reviewed your sales and marketing program recently, it’s time for a marketing analysis. Think of it as quality control for your business growth. Let’s go through the areas you should evaluate.
Your marketing strategy
When evaluating your marketing strategy, look at the big picture and then drill down to the details. Areas you need to analyze include the markets you will target, your budget, the tactics or channels, and the team to implement the plan. Ask yourself if each area is working, and if not, adjust the areas that need to be fine-tuned.
Branding
Most companies keep their brand for the years. This consistency is fine unless it is outdated. After all, it is the first impression you make on a potential customer. Keep in mind that your brand consists of your logo and message. When conducting your marketing assessment, you need to consider both in your brand. If these two elements no longer reflect who you are as a company, it’s time to refresh your brand.
Lead generation
While it can be difficult to track lead generation tactics in a marketing review, it is necessary to make the effort. If individual channels are not producing, shift funds to better performing tactics. Also, consider a campaign to current, and past customers to solicit more business.
Marketing material
After you get a lead, you need to convert it to a sale. The first step is usually sending or presenting sales material to the prospect visiting your website. During the marketing assessment, review your library of sales material to be sure it is current. Add any new services or products, benefits, testimonials, or case studies to strengthen its effectiveness.
Sales and marketing team
In most companies, your sales team can wear many hats, from owner to project manager to sales rep. When conducting the marketing review, consider where best to utilize each team members’ strengths. For example, the owner may be better at networking events, while a project manager might be stronger making a bid presentation.
Need help with your sales and marketing efforts? Conach is here to help with a full range of services:
MARKETING
Strategy • Branding • Messaging • Consulting • Campaign Management • Recruiting
LEAD GENERATION
Prospecting Calls • Social Media • E-mail • Search Engine Marketing Blogs • Trade Show • Advertising • Direct Mail
SALES SUPPORT
Appointment Setting & Closed Sales • Website • Videos • Sales Material