As we begin a new year, many B2B companies begin to dive right into their marketing activities. However, now is a great time to re-evaluate some of your strategies in order to get the most out of your marketing budget. Ensure you reach the right audience and maximize your ROI potential by following these three steps:
1. Verify Your Contacts
Confirm that you have the right contact at a target company to pursue. Databases can become quickly outdated and sending information to the wrong person, or to someone who is no longer there, is a waste of time and money. Without contact verification, the investment in a campaign can be wasted, with the potential for leads generated lost. In addition to validating contact information, this is an opportunity to analyze your database in order to uncover segments of your database that could be useful when developing your marketing strategy.
2. Adapt Your Message
Once you have analyzed who you are targeting, adjust your message appropriately. In tailoring a campaign to prospects, consider the following:
What is important for them to know about your company?
What is important for them to know about the products or services your company offers?
Address your audience’s pain points and convey how the product or service can benefit them. Stay focused on developing relevant content and messaging that resonates with your prospects.
3. Focus Your Approach
Produce an integrated marketing campaign that showcases consistent messaging and a recognizable look and feel across the many different campaign components (from direct mail to email, advertising and more). Reaching prospects through multiple coordinated touch points helps solidify your company’s message.
Spend Your Time and Marketing Budget Wisely
When deadlines and sales goals loom, it can be easy to succumb to temptation and skip over these basic steps, but your audience and message need to be spot on in order to execute a successful marketing campaign..
Learn more by reading our in-depth articlhttps://gretchenrubin.com/happiness_project/2014/01/tips-tips-and-more-tips-about-keeping-your-new-years-resolutions/e – “New Year, New Budget: Steps You Can Take to Make the Most of Your Marketing Dollars”.