Marketing Strategy Audit – We regularly share our marketing expertise on our Smart Marketing Strategy blog and have also developed comprehensive guides to common marketing challenges.
What’s the best way to maximize the return on your marketing investment? Take a step back from your daily marketing projects and conduct a marketing audit.
Marketing Strategy Audit
A marketing audit is a top-down assessment of your entire marketing program, from brand to channel to tactics.
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Our new white paper explains the steps to conduct a marketing audit and shares 50 questions for a smarter marketing strategy.
Content marketing is a powerful tactic for business-to-business (B2B) marketers. If you publish content on your website to generate leads, especially in an inbound marketing program, you must also publish “premium” content.
The marketing strategy team at Gianfagna Strategic Marketing has developed a free, practical guide that explains what premium content is all about and how to use premium content in a smart B2B marketing strategy. You will learn:
A versatile and robust CRM system is the best way to store, manage and use customer data for sales and marketing. But many marketers who invest in a CRM system fail to increase its marketing value.
Digital Marketing Strategy
Our free guide outlines the 10 steps to creating a successful newsletter and explains how to use a newsletter in a smart marketing strategy.
> If you would like our help in managing the name change process or developing a new brand or brand strategy, contact us.
An identity change is a major undertaking with enormous marketing implications for any business. where do you start how do you do it And how do you avoid mistakes?
The marketing strategy team at Gianfagna has developed a free guide to renaming your organization. This guide explains how to lay the groundwork for a new identity, how to create and choose a new name and criteria to consider when evaluating ideas for a new one. identity . The guide also provides advice on when it is appropriate to use your own person in your business identity, especially if you are promoting professional services.
What Is Marketing Audit ?
White papers can be a powerful tool in a business-to-business marketing strategy, especially for marketing a professional services business.
We’ve developed a comprehensive free guide to using white papers in B2B marketing. Our report explains why white papers are so effective, how to create an impactful white paper, and how to use white papers in your B2B marketing plan.
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The Marketing Audit Approaches On Vimeo
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Fill out this quick form and we’ll email you a free, no-obligation copy of our white paper. As you grow and expand, the Marketing Audit or Marketing Assessment is a detailed look at your company’s marketing and business development efforts, with specific recommendations to get your company back on track.
After we give you the report, you can choose to have Innovatus Marketers Touchpoint help you implement your marketing plan, or you can use your own resources.
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As buyer personas, market conditions, sales and marketing/technical tools, competitor strategies are constantly evolving; Your business should undergo an internal or external marketing audit every 3 or 4 years. The audit looks at the previous marketing strategy. It will identify if your marketing strategy needs to be revised and identify the direction your company needs to take.
Innovatus Marketers Touchpoint LLP is a customer experience, marketing, service design, design thinking and business innovation consulting firm based in India. We provide digital marketing and strategy consulting and help our clients rethink and redesign customer and employee values in the digital age. We offer design thinking workshops and consultations tailored to enable, accelerate or transform your business. We focus on the problems at hand and your opportunity space and optimize the process to make design thinking and service design principles accessible to your employees. who have never done it . before or stuck with offering a “just adequate” theory. to help you move and get results. In fact, nearly half (43%) of B2B buyers said the number of people involved in purchasing decisions has increased. Because of this growing trend, B2B organizations must target many different stakeholders involved in purchasing. But this becomes a complicated dance when separate teams within a single organization own different parts of the process.
Each role in your organization – even marketing roles – has its own tools, content types and channels to manage. From sales to customer success and marketing, every function has a stake in the buying process. But the lack of communication, or a well-defined integrated strategy to execute on, results in the creation of ad-hoc content, off-brand messaging and a different customer experience. To meet the needs of each buyer in the buying process, B2B organizations need a closed loop marketing strategy approach, which means that every team in the organization should be involved and have a stake in its success.
To get your internal teams into a “one team, same team mindset,” start by conducting an audit of your current B2B marketing strategy. This will help you assess current processes and set company-wide goals. Here’s your step-by-step guide:
Pdf) The Role And The Place Of Marketing Audit In The Marketing Strategic Planning
The first step in auditing your B2B marketing strategy is to assess each of your internal stakeholders, their roles, and the channels they manage. To deliver a consistent story to all players involved in a B2B purchase, you and your teams must be able to collaborate and work cross-functionally so that every department in your organization is aligned around the same goals.
When assessing your internal stakeholders, start by listing all of your internal teams. These teams could include the following: demand generation, digital, field marketing, marketing and sales operations, product marketing and social/PR. Determine which channels each team currently manages and the type of content they serve. Once you identify current roles and responsibilities, you can identify gaps in the process and address any areas where communication between teams is lacking and ways to improve it.
B2B organizations often struggle to agree across the company on the various stages of the buyer’s journey. When sales teams define milestones differently than marketing teams, the result is miscommunication, complicated tracking and reporting, and poor visibility into the health of your pipeline.
To get your internal teams on the same page, start by describing each step of a buyer’s journey, from awareness to purchase to repeat customer. Identify what the buyer’s activity looks like at each stage, how you define each stage, and which team is responsible. It should look something like this:
Digital Marketing Strategy: How To Structure A Plan?
Once you’ve outlined each stage of your buyer’s journey, determine what content is being used by each team at each stage, the associated goals, and metrics to track.
Once you have defined the buyer’s journey, including the agreed sales and marketing definition, you can create a closed loop marketing-sales funnel. This ensures that all of your internal teams are aligned on the specific critical points you need to address, as well as the content delivered at each stage.
Addressing multiple players in one sale is not easy. Each person you target has a unique perspective on their company’s challenges and has different buying issues and concerns. B2B marketers are responsible for creating content that addresses these specific and unique challenges, but when marketing addresses don’t match their sales approach, there’s a disconnect that becomes detrimental to the buying process.
To audit your current personas, survey your internal stakeholders on how they define your personas and their associated pain points. This will help you quickly identify where teams are aligned and where there is confusion. The key here is to get perspective from all internal teams and mine them for insights and insight. Your sales, customer success, and marketing teams have different interactions with each of your personas at different buyer stages. By leveraging these team insights, you can build better, more well-rounded buyer personas.
What Is A Marketing Audit? Definition, Example, And Faq
Just as B2B buyers don’t make purchases on their own, B2B marketers don’t just push leads through the pipeline. Gather your stakeholders, audit your current marketing activities, and prepare to build a winning B2B marketing strategy.
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