April 23, 2019
If you missed the Canadian Marketing Association B2B Morning Event in early April 2019, check out our three key takeaways below:
One – Marie Kondo your data: These days, there’s a lot of data available – and your company, like so many others, probably already has a significant database of prospect information. Your data should spark joy, but if you aren’t actively organizing and maintaining, it’s not going to be that helpful to you. Software can help – but training your people and putting processes in place are equally important.
Two – Think of your prospects as patrons in a restaurant: A good server doesn’t tell you what dessert to order, they guide you through the options and let you make the choice that’s right for you. Having a guide in place to lead your prospective customer from awareness to purchase and beyond is important. But equally as important, is providing channel and call-to-action options across your different touchpoints. That way, you can empower your target to take the next step that they want to take – not just the one you want them to take.
Three – Approach B2B campaigns like a soccer game: It only works if everyone on your team is facing the same goal. Which means, it’s great if the marketing department and advertising agency have a shared vision, but even better when Sales and anyone else involved like developers or engineers share it too. Think about all of the roles and leads who will be contributing to your campaign’s success – and then ask yourself, are they in on the plan too?