Marketing Resolutions for 2012–Pick One, Many or All!

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10 top marketing resolutions for 2012

The number of people who get stumped by the question, “What’s your New Year’s resolution?” is huge. The pressure is all around and breathing down our necks…what if you are asked the question and don’t have an answer. We have all done it at some point; made up an impromptu resolution rather than appear laid-back and non-ambitious in front of people we believe are important to us. The thing is, on a personal level, making up resolutions that you really have not thought about and don’t care to strive for may be okay. After all, you are accountable to yourself.

At an organizational level, however, it definitely pays to apply some thought into having a resolution for the new marketing year.

Below is my list of recommendations for a B2B marketer’s possible New Year’s resolutions:

  1. Practice active listening with your social media conversations. Take positive action based on what you hear and see with your prospects’ and customers’ activities on social media platforms.
  2. Make room for B2B lead generation expenses despite any amount of budget cuts. It’s easy to blame lack of resources for lead generation inactivity, but without it, your organization’s growth will plateau and eventually drop.
  3. Tap into the power of customer referrals via social media to build an armory of silver bullets, not snake oil. Consider using social media and online marketing tools like customer case studies on a blog, video testimonials, social media recommendations from customers, associates, partners and suppliers, an online product demonstration via YouTube for new and potential customers, a Q&A forum where queries are answered by your company and your long standing customers, “listen” to what existing customers are saying about your company and your competition on social networks so you can make enhancements and leverage your strengths.
  4. Be consistent with inbound marketing—keep it ongoing rather than just random bursts of activity. Unlike outbound marketing where each initiative follows a start to finish pattern, inbound marketing is a continuous cycle. Consistency is critical!
  5. Create a “pull” factor with awareness, branding and enhanced customer loyalty. With strategic reputation management, you can create a solid foundation on which to build your continuing lead generation efforts.
  6. Get Sales and Marketing to join forces. This involves integrating all marketing and sales tools, activities and resources to convert leads into customers. Online or offline marketing and sales efforts must convey the same message and level of intensity in order to be effective. In other words, lead generation, sales promotion and lead management must share common goals and strategies to increase efficiency.
  7. Recognize the difference between “telemarketing” and “teleprospecting” and leverage the power of the latter. Rather than have a large database of potential customers that may or may not pan out, teleprospecting identifies qualified leads that are really interested and considering making a purchase.
  8. Use social media as a strategic component of integrated marketing and measure your ROI. There is a world of difference between traffic to a landing page, a website visit, a response to a blog post, and a highly qualified lead—i.e., right company, right person, pain point identified, timeline to purchase and a willingness to engage. Increased volume of social media activity means nothing unless you have a way to monetize it. Monitor and measure return on investment in order to be effective.
  9. Believe that when it comes to lead generation, less is more. Companies with a defined process, clear objectives and goals aligned with overall business vision are more effective at lead generation. Those relying on complicated flowcharts, a flooded leads database and expensive structural solutions are less successful. Simplicity and quality are the winning factors.
  10. Understand that technology is only an enabler; people are a marketing organization’s greatest asset. Ensure that you have knowledgeable, skilled and enthusiastic sales people aided by the right technology to help your company with lead progression; just having the tools and technology won’t deliver the goods.

Do you have some interesting marketing resolutions you would like to add to this list? Leave me a comment.

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.

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