When it comes to developing your B2B marketing plan, you can spend a lot of time spinning your wheels and writing not-so-useful rhetoric.
But that’s ok, because the key to creating an effective B2B marketing plan is just to get started and check your success along the way.
Like anything else, if you keep talking about your plan without taking any action, time will keep passing without anything really changing. If you haven’t ever used a persona before or don’t know what a persona is, click here to download our free customer persona template. Next, you need to define your brand — who you are, what you do, and what you stand for.
Now that we have a clear picture of who you want to attract with your marketing and who you are as a business, we can start to plan your marketing tactics. However, you still want to try to find better reasons that relate to the goals you are trying to achieve.
If you’re spending money on something, you need to know why you’re spending that money and what you hope to achieve as a result of it. Every minute is worth something in your business, and you want to spend your time as wisely as you spend your money, so make sure that the tactics you invest your time and money into are targeting your ideal customers and clients.
You can’t launch into a new marketing tactic without having some sort of expectation of outcomes.
Remember, the important thing is to meet your audience where they already are, and to properly represent your brand in every tactic you plan. If you’re ready to get to work, then sign up for our newsletter to download our B2B Marketing Template. Armed with an Apple computer and head full of marketing knowhow, she built Blue Steele Solutions to help small businesses market themselves and grow in ways they didn’t think possible. But that doesn’t mean she has to leave her coding, design, or writing days behind—when she isn’t building out CRMs or getting her hands dirty in a new Genesis theme, you might find her writing a blog post about management or watching reruns of The Office.
When she’s not moderating questions on WordPress Facebook groups, Heather hangs out at Disney World, kills old flash applications, and writes functions when she’s bored. We'll add it to our list of topics to shareNameThis field is for validation purposes and should be left unchanged.
Market 8, a web-design and inbound marketing agency, has created an Inbound Marketing Roadmap to provide a framework for companies that seek putting together a B2B marketing plan.
Inbound marketing is based on the premise that instead of pushing a sale, marketers must provide solutions-based information that encourages customers to engage with a company’s content. The Inbound Marketing Roadmap was developed to show marketers not only how to gain that permission, but also the method to then move an inbound customer along the sales funnel to an eventual purchase. The Roadmap is split into organized blocks of activities, each building upon the previous step in a logical format. The Roadmap details the specific activities that take place within each phase, providing a straight-forward project management template.
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Social media sites have become a must-have communication and promotional medium for businesses to include within their marketing plan. Most small businesses cannot afford to spend the time and effort needed to effectively manage a business presence on multiple social media sites.
For many businesses managing a presence on ALL social media sites may not be the best answer. Now that you understand the marketing potential for each social media site you will want to narrow down your list of social media sites so that you can focus on the ones that are the best fit for your type of business. With social media management tools like Sprout Social, for example, businesses can manage their entire social media presence from a single, intuitive platform. With over 20 years of integrated marketing experience, Diane is author of the award-winning book PR Tools to Toot Your Own Horn. In a world of micro-moment marketing, customers and prospects are seeking more bite-size content to consume. Fluff might work for a college English paper on The Old Man And The Sea, but it has no place in a serious B2B marketing plan for your business.
You need a plan that is going to cut straight to the point and get you where you need to go, a no-nonsense plan that’s still flexible enough to adapt to changing business conditions.
Similarly, if you spend tons of time trying to come up with the perfect plan, you’ll end up with a plan that was perfect for conditions 3 months ago but that may have no relevance to your business today. We have a template for that too, you’ll want to really invest some time in this one before you move on with your plan.
You have an overall marketing plan – that’s your strategy–the overarching direction you want to move in. You have to cut the fluff, cut the things that are too far-reaching, too high level for what you’re doing.
You wouldn’t plan to attend a tradeshow where none of your potential customers (or other parts of your supply chain) will be in attendance. You need to make sure you’re utilizing your resources effectively, and planning it all out will force you to look at the costs as a whole. Try to set attainable yet aggressive goals for your marketing and evaluate your progress and reset your goals and tactics along the way.
But with the growing popularity of multiple social media sites like Facebook, Twitter, LinkedIn, Pinterest, YouTube and Google+, how do businesses decide which social media sites will provide them with the biggest return on their time and money investment for marketing their brand? Comparing the marketing opportunities and brand benefits of social media sites like Facebook, Twitter, LinkedIn, Pinterest, YouTube and Google+ for business marketing will help you decide where to spend valuable time and marketing dollars. You might choose to still have a presence on all of the top social media sites, but you may also decide that you will focus your time and money on only a few sites that are the best strategic fit for your business.
This plan may be as simple as assigning one or two people in your company to manage the constant flow of content to each site. Other popular social media management tools like HootSuite can help you launch marketing campaigns, identify and grow audience, and distribute targeted messages across multiple social media channels. Diane also serves as the marketing director for SureShade, a growing small business that has become the new standard for shade on boats, and runs Marine Marketing Tools, a site that bridges her passion for boating and small business marketing. It’s a fast and easy software that gives a solution to all my online marketing needs, and in addition to the social media management, i create SMS campaigns, emails, voice messaging and some more easy and effective features.


They are looking for information that is quick, understandable and easy to act upon if desired. Plans that might be effective in the first quarter can fall apart when the business environment changes, so you need a plan that is going to flow with the dynamic environment of business, and the only way it can do that is if you are referring back to it constantly and making changes when necessary. Your focus should not only be on the long road ahead — especially if you are a small or new business (or let’s be honest, one that is struggling) your focus should be on what’s right in front of you.
You may have multiple reasons for including a tactic in your marketing strategy, so list them all if you do. If that is the case, then you need to come up with multiple personas to make sure that you target each customer segment effectively. For instance, you may want to wait until the fall to start your email drip campaign, leading up to an industry even in the spring. Start out with an aggressive task load and you may never get your marketing plan off the ground. You likely won’t get far with your B2B marketing plan without getting budget approval, so go ahead and factor in those monetary costs now.
Is it worth it to keep paying someone to spend hours blogging when their time might be better spent writing marketing emails for you? At least monthly you should be analyzing progress in each area of your marketing plan and adjusting the plan accordingly.
And stop procrastinating — start your marketing plan today and work hard to complete it so you can get down to business by marketing your products and services.
Choosing which social media sites have the biggest potential for marketing your type of business is the best way to maximize your time.
A closer review of B2B and B2C marketing opportunities by social media site will help you decide which sites may offer the biggest potential for your business.
Or, it may include using a social media management or automated marketing tool that feeds updates to multiple sites from one platform.
And if you have built your customer personas (and you did, right?), then you need to make sure that, no matter what tactic you use, it targets your ideal customer. You can’t afford to waste time or money on something that isn’t working, and won’t create a return on investment.
Some tactics may only have a start date, with the plan to continue for the foreseeable future. It will also make it easier to determine if you’re getting a positive return on your investment when you check your progress later.
Just looking at how much time you and your employees are spending on various tasks can show you where you can make changes.
And how important is it to develop a presence on Google+ when the site traffic and activity is still growing in popularity?



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