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Marketing Strategy

“As 80 percent of marketing expenditures on lead generation and sales collateral are wasted.” (Aberdeen Group market research study)
We recently surveyed 235 companies about their B2B marketing programs. We uncovered the following:

  • Prevalence of internal disagreement about the role of marketing
  • Widespread belief that marketing objectives are overly complicated
  • Marketing objectives are not clearly defined and difficult to measure impact and results
  • Little-to-no accountability for results

From this study, and a number of successful pilot projects, we developed a simple marketing methodology that addresses these issues. We apply basic project management practices to the marketing plan to solve the problem.
Get With the (Marketing) Plan!
As our survey study showed, marketing projects fail when they are poorly defined, overly complex, lack measurement and accountability and take too long to execute. But when you optimize five key factors (definition, simplicity, accountability, friction and speed), you can't help but improve results and end up with a marketing strategy that is aligned with your business objectives.
These steps allow us to successfully build your strategic marketing plan and make it easy for you to understand what the tactics are doing to serve your strategic objectives.

1. Define the Objectives
Many problems start with a poorly-defined plan. The marketing plan should include program requirements and potential limitations. These requirements are often referred to by project management experts as the project charter.

2. Keep it Really Simple
Simplicity is related to “definition.” Simple means ease of measurement and clearly crafted objectives. Only when there is agreement on the program direction from the outset, can sales and marketing achieve a happy medium between innovative marketing and realistic sales goals.

3. Measurement/Accountability
Most marketers can't tell which portion of their marketing budget contributes to sales. To help bring accountability to the program by defining the way the program will be measured.
Some marketers frame success by winning accounts from the competition, increasing purchase volume within existing accounts and by preventing competitors from poaching your accounts.
A simple objective that frames the entire marketing project portfolio (for example, all projects should increase website traffic or improve conversion of leads to sales) makes it easier to measure success.

4. Streamline and Remove the Friction
Integrate your marketing into the sales process. Optimize your internal sales management, administrative and contracting procedures to minimize delay and customer thinking.

5. Speed and Agility
When you start with tightly defined projects that are framed with expected results, start/finish dates and clear ROI goals, you are able to make decisions more quickly and effectively.

Once your marketing plan is in place, we don’t leave you to find a way to implement it all in-house! PWMG will execute any or all portions, so you can start right away to achieve the growth you want.


Related PWMG Case Studies
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University Doubles Enrollment in Executive MBA Program with Marketing Strategy, PR and Lead Generation Campaign

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