This blog explores the role of mobile number data for calling marketing strategy frameworks and reveals the framework ProperExpression actually uses to help clients generate outstanding marketing ROI.
Expect to learn:
The most common errors B2B companies make when putting together a marketing strategy
Three essential factors that every marketing strategy needs
The steps ProperExpression takes to build robust marketing strategies for our B2B clients
An Overview of Marketing Strategy Frameworks
What Is a Marketing Strategy?
A marketing strategy is a plan of action to promote your business. It combines three core factors:
1. Marketing objectives
What is the intended outcome of your marketing? You need to focus your efforts on a specific outcome, which could be increasing brand awareness, generating more sales or maximizing ROI. Objectives should always be “SMART”:
Specific
Measurable
Achievable
Relevant
Time-bound
2. Intended audience
Who are your marketing efforts aimed at? In a B2B context, there are two elements of this:
The types of businesses you are trying to sell to
The buyers and influencers who will make a purchasing decision within those organizations you identified
3. Tactical plans
How will you go about achieving your objectives? This includes the channels you will use, the messaging you will deploy, and the budget you will allocate to each campaign.
Sounds simple, right?
Where Many Marketing Strategies Go Wrong
The above description makes creating a B2B marketing strategy sound clear and simple, but most companies lack a coherent, structured approach to strategizing – which means they experience at least one of the following problems:
Wasted time: A process that could have taken a few days takes three weeks. Research is extensive and there are lots of “strategy meetings”, but it all feels a little improvisational – and the strategic direction changes multiple times.
Lack of accountability: It is never decided who is responsible for which tasks or when they are supposed to deliver them. The strategy becomes a muddle of ideas, insights and tactics - not a coherent centralized plan. In many cases, it’s not even written down.
Internal conflict: Different groups within the marketing team have conflicting ideas about your strategic goals: the head of Paid Media wants to focus on brand awareness, but the Head of Content wants to drive more organic leads. Heads butt, meetings are confusing, and you never quite reach a consensus about the direction of your marketing.
