This B2B Marketing Playbook (series of articles and then a real book) is designed specifically to cover the unique challenges that one-person (or small staff) marketers face. The end goal is to accelerate the overall process enabling you to deliver all of the full-service marketing deliverables required to drive sales success for your business.
As a one-person (or small staff) B2B marketing shop, the logical place to start is to map out (take inventory of) the current knowledge and skills you can competently bring to the table yourself, the knowledge and skills you believe you should learn to provide yourself, and then those that you are willing to outsource to ensure the success of your marketing efforts. Taking inventory is the first step in the B2B Marketing Playbook.
With your inventory scores in hand (see Pre-requisite Work), we are ready to talk about how you can examine your scores and start considering what will be a priority in hiring (as budget allows) or outsourcing to accomplish your marketing mission as you progress. The good news is that you have both internal and external sources of knowledge and skills to fill gaps for you along the way. Below we will review these source options following the inventory form categories and then discuss priorities in terms of what you might consider first as you build your team and capabilities.
Chapter 3: Defining What Success Will Look Like
As a one-person (or small group) marketing department, it is even more crucial for you to get it right as quickly as possible in order to inspire confidence, get more budget, and grow your marketing investments and success for the company. You can’t hide behind much when it’s just you. Amazingly enough, I have discovered that in marketing groups of all sizes, one of the fundamental holes has […]
Increase Your Webinar Attendance
Webinars are one of the most effective demand generation tools when done right. Why is that true? It is because you get a room full (virtually) of qualified prospects who want to be there to hear and see the content provided on a topic which you control. They are a captive, qualified audience. That is not an easy thing to accomplish as an in-person event. Of course, the part of that original […]
Manuel Yanez, CEO of Vosman Branders is a brand evangelist, marketing and brand equity professional. He believes that media has changed drastically and brand building through traditional media is now less effective as new opportunities have emerged. Digital media and the democratization of information are the main challenges facing brands today.
Digital has to be considered as part of the media mix. Brands, agencies and everybody have been immersed in Social Media and the web for […]
Most articles present Customer Journey as a given fact. They presume customers are happy with their purchasing journey. However this blog posts refutes that. The overload of information has made shopping complex and a solution is needed. This blog post from Ger Van Den Buijs (a cofounder of FiveDolphins.com, the platform to facilitate customer flow within your site) outlines his analysis in 5 views with a detailed explanation for each. He presents graphics that build up […]
In the first post on this topic, “Marketing in the new world – the cheese is moved,” I covered the first marketing new world order (my term) that states: that technology has completely and radically changed the way your potential and existing customers engage with and purchase from your company.
Your prospects don’t have to rely on sales personnel to gain the information they need early in the buying process to shape their needs and […]
Analyzing data has become a major component of marketing strategy. Could you imagine performing marketing duties without analyzing metrics to make sure you are reaching your goals? Of course not. Tracking however, goes beyond gathering results. It’s also important to analyze if you are using and collecting the data in the best way.
Two measurements that are extremely important are Traffic and Conversion. The one you care for more is the one you need the most. If customer awareness […]
“Playing it safe” when writing about your brand could default into something boring. This being because many brands explain what they do and what they offer. To the point where many of theses brands’ sites feel the same and look boring. It does not have to be this way there is another way. Unhappy and unsure in how to improve it though? Don’t fret, your brand’s voice is already there. All you have to do […]