Shifting Your Marketing Goals Without Shifting Your Strategy

There has been a shift in focus in B2B marketing. It’s not new—marketing is more often than not responsible for some percentage of revenue generation. No longer is there a push for more, more, more. Now the push is for better, better, better. Or is it?

Over the past few years, more and more marketers are talking the talk; but few will walk the walk for refining their approach to demand generation, lead management and alignment with sales. Here are some excuses I’ve heard from marketing:

  • Sales don’t understand the value and aren’t willing to change.
  • We are operating in ‘start-up’ mode so prospect-centric processes won’t work for us.
  • This is the way we’ve always done things.

With these excuses in hand, marketers continue to push programs out the door that fill the top of the funnel but produce lackluster results where it really counts—revenue generation.

Read: How Do You Create a Killer Data Strategy?

Marketers often resemble Gumby playing ping pong. They are pulled in one direction by company goals and executive mandates while sales ‘needs’ bounce in an unpredictable pattern. Marketing is constantly reacting to the pressures from external sources therefore compromising the quality of its programs.

Marketers – you need to look deep within yourself and admit that change starts with you! You need to change how you work—shift from being reactive to being proactive based on your goals and quotas. Push back when asked for one-off support and instead focus on the bigger picture—how your programs will help move the needle. Here are a few tips for making this transformation:

Know your customer

Marketing’s customer isn’t the sales team! Let me repeat—marketing’s customer is NOT the sales team. Too often, marketers are catering to sales needs. Instead, marketers need to focus on their actual customer—those buying your products and services. Understanding your buyer innately will help you produce better programs and better content, which in turn will produce better leads. Producing better leads will gain the trust you deserve from your sales reps, and maybe, just maybe they’ll minimize their ping pong requests.

What are the four basic marketing strategies? The four Ps of marketing: product, price, place and promotion. It is important to keep in mind that marketing is a broad field, incorporating many concepts and theories, which is why there are four Ps of marketing. Let’s look closer at these four P’s and how they are all interconnected.

Go on a few dates

A challenge faced by many start-ups or companies in a mature market is the low volume of inbound leads marketing is able to produce. Because the volume is low, there is often push-back from sales (and sometimes marketing) on implementing progressive profiling and scoring. However, pushing back on progressive profiling is really quite counterintuitive if you consider the problem is lead volume.

The old analogy holds true even if your market share is small- ‘don’t propose on the first date’! In fact, it is maybe even MORE important for you to progressive profile so you can INCREASE conversions and get more leads in the funnel’s top by asking a baseline level of information on your potential buyer. I recently worked with a client that identified an active ‘shopper’ within 24 hours of implementing progressive profiling and the corresponding scoring model. Guess what? They are a start-up!

What are examples of marketing strategies? These are the top 10 B2C marketing strategies:

  • Co-Branding, Affinity, and Cause Marketing.
  • Conversational Marketing.
  • Direct Selling.
  • Email Marketing.
  • Internet Marketing.
  • Paid Media Advertising.
  • Point-of-Purchase (POP) Marketing.
  • Social Networks and Viral Marketing.
  • Earned Media/PR
  • Storytelling

Recognize the signs

Repeating programs and replicating process is not a bad thing—if you know it works! Repetition for the sake of checking something off the list is not valuable. As a marketer, you should know the numbers (both good and bad) for your programs better than you know your kids’ birthdays! The numbers should determine what programs you repeat. Understanding the performance of your programs through the funnel will give you credibility with your executives and allow you to better plan (proactively) future campaigns.

Now, I realize that marketers will always be required to be nimble and play a little ping pong as a part of their job requirements. However, change starts with marketing taking onus of the quality over quantity approach. Once this occurs, you will less likely to feel like Gumby and maybe even feel a bit more like a superhero.

What are the 4 C’s of marketing? The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book ‘Foundations of Marketing’ (2009).

In a recent study, 95% of marketers agreed that content marketing is effective. The problem is that, despite this, many companies still don’t have the resources to effectively execute the strategy.

What are the most effective marketing strategies? These are the most effective marketing strategies:

  • Educate with your content.
  • Expand your guest blogging opportunities.
  • Invest in original research.
  • Let data drive your creative.
  • Personalize your marketing messages.
  • Try subscribing to HARO.
  • Update your content.
  • Use more video (again)

The reason for this is that there has been a shift in focus away from content marketing and towards digital marketing. Now, that might sound like a minor distinction, but it shows that companies are taking a new approach to business.

About Faheem Rafique

The author is a digital marketer who loves technology, design, marketing and online businesses. He has pretty good experience in automation, strategies, digital marketing. We can help you to manage and build brands on the web.

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