P1 P3 Pg. 4 Learn How To Write a Creating A Plan - Where ...€¦ · customer acquisition costs •...
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marketer to understand that a lot of detail and prompt feedback will be needed to get the best results from an agency. The only sure fire method we’ve discovered to get great results from an agency or vendor is to create a project brief for you need. A project brief is a starter kit that explains what you want in that new website-video-ad. That doc- ument, then, serves as a discus- sion guide for your initial chats P1 Learn How To Write a Project Brief! P3 Creating A Plan - Where To Start For 2018 P3 B2B Webinars & Conferences Sept - Nov 2017 Pg. 4 Links to 12 new articles from experts around the web b2b M arketology >> CONT. NEXT PAGE September 2017 Why B2B Companies Get Poor Results from Agencies Here’s a short list of reasons why you may get bad results: 1. You didn’t give proper guidance 2. You expected the agency to read your mind 3. You waited for the agency to tell you what you want Creating a new B2B website design, video or advertisement is not complicated for the agency. It is complex, however, because there are so many moving parts and opinions that go into it. This is why B2B marketing projects break down. The busi- er-than-heck client believes that once the agency is hired, their prob- lems are solved and that shiny new website-video-ad is in the bag. Many vendors back away from telling clients beforehand that there is a lot of work involved on the client’s part. So it’s up to the B2B A publication by Harris CMO Partners Getting Bad Results from Agencies? Learn How To Write a Project Brief!
Transcript of P1 P3 Pg. 4 Learn How To Write a Creating A Plan - Where ...€¦ · customer acquisition costs •...
marketer to understand that a lot of detail and prompt feedback will be needed to get the best results from an agency.The only sure fire method we’ve discovered to get great results from an agency or vendor is to create a project brief for you need.A project brief is a starter kit that explains what you want in that new website-video-ad. That doc-ument, then, serves as a discus-sion guide for your initial chats
P1 Learn How To Write a Project Brief!
P3 Creating A Plan - Where To Start For 2018
P3B2B Webinars & ConferencesSept - Nov 2017
Pg. 4 Links to 12 new articles from experts around the web
b2bMarketology
>> CONT. NEXT PAGE
September 2017
Why B2B Companies Get Poor Results from AgenciesHere’s a short list of reasons why you may get bad results:1. You didn’t give proper guidance2. You expected the agency to read your mind3. You waited for the agency to tell you what you wantCreating a new B2B website design, video or advertisement is not complicated for the agency. It is complex, however, because there are so many moving parts and opinions that go into it.This is why B2B marketing projects break down. The busi-er-than-heck client believes that once the agency is hired, their prob-lems are solved and that shiny new website-video-ad is in the bag.Many vendors back away from telling clients beforehand that there is a lot of work involved on the client’s part. So it’s up to the B2B
A publication by Harris CMO Partners
Getting Bad Results from Agencies?
Learn How To Write a Project Brief!
Learn How To Write a Project Brief!.. .continued from page 1
with the agency.Many B2B marketers feel they’re too busy to create a project brief but it saves time and money in the long run.A project brief will guide you to think through the details of your project. It will also give you something to share with colleagues to get their input.The more direction and specifics you can give to your agency up front, the faster your project will go and the fewer headaches.Website Example: Questions To Ask YourselfLet’s be honest. Your CEO and CFO don’t give a fig about website traffic or impressions.They care about the way the compa-ny’s story is presented plus sales and revenue. So ask yourself these questions prior to reaching out to agencies for conver-sations and quotes.
#1 - Why isn’t my current website delivering qualified prospects? If the answer is content-SEO-con-versions, for example, a new website isn’t going to fix that. First, seek advice from some-one who understands the B2B demand gen ecosystem. Everyone knows someone in marketing.#2 - How much do I really know about what I’m doing? The big-gest marketing disasters happen when a B2B chief puts someone in charge who lacks the skills and experience to give clear, technical direction. Are you that person? If yes, some self-education is in order. Skip a night of GoT or MNF and catch up on current best practic-es for website development (or whatever).#3 - What associated software or platforms are involved? Most B2B companies are using 3rd party apps like MailChimp, Salesforce, Google Analytics, marketing automation or one of the million other demand gen
platforms on the market today. It’s critical that you, not the agen-cy, think through your demand gen ecosystem integrations before changing or adding a component.Today’s demand gen ecosystem is a living, breathing creature that sucks up a lot of time and resourc-es. If you get the small parts right, like creating well-thought-out proj-ect briefs, the big parts will come together nicely. Final ThoughtsThere are scads of project brief examples available on the web for free. Most of them are way more detailed than anyone actually needs so weed out the items that are non-starters for you and your project. Find one you like and tailor it to what matters most: attracting quali-fied audiences and converting them to sales leads. Good luck. If you have a question or need a new project brief drop me an email: [email protected].
Mike Harris is founder of Harris CMO Partners. He enjoys writing about B2B demand gen trends, social selling and market strategy.
http://harriscmopartners.com
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By now you have enough data on 2017 demand generation activities to know what’s working and what’s not.Now it’s time to lay out the frame-work for developing your 2018 plans.First StepsStart with the metrics. The most important ones for demand genera-tion are:• MOC - marketing originated
customers• M%-CAC - marketing’s share of
customer acquisition costs• MOP - marketing originated pipe-
line of sales qualified leadsNext StepsDecide on your improvements for 2018. These need to dovetail with your company’s business plan. If your CEO is insisting on a 20% increase in deals your MOC and MOP should be at least 30%.Create a budget for those improve-ments. A 30% increase in MOP means you’ll need a far larger increase in campaigns. Which cam-paigns and how will you pay for them?
Technology ImprovementsWhere is your company with sales and marketing technology?Decide what improvements you want to make in 2018. Which mod-ules or features have you not used so far? What functionality do you need to add? The more you use technology the more campaigns you can launch at highly segmented tar-gets.Next Steps: Know The TrendsOnce you’ve reviewed and set goals for demand gen infrastructure, turn to the market. Ask yourself these questions:1. What are the trends in my indus-
try and market space?2. What’s driving these trends?3. How are our competitors
addressing the trends?4. How have we been addressing
the trends?5. How should we be addressing
the trends to increase sales and profits?
Metrics and trends. That’s where planning starts for 2018. Get these two right and you’re on your way.
B2B Demand Gen How-To’sCreating a Plan: Where to start for 2018
Sept. 26High Impact WebinarsAMAOct. 11Measuring Social MediaANA
ON DEMANDOptimizing Your Website for Lead GenerationPardotVirtual Marketing Innovation SummitDEMANDBASEMarketing Data ManagementeMarketer
Stay CurrentWebinars
ConferencesOct. 3, BostonMarketing Nation RoadshowMarketo & MARTECHOct. 3-6, BostonB2B Marketing Forum 2017Marketing ProfsOct. 4, ChicagoMarketing Nation RoadshowMarketo & MARTECHOct. 18-20, Las VegasAdobe MAX Creativity ConferenceAdobeNov. 5-8, Portland, ORLavacon 2017Content marketing & technicalNov. 6-9, San FranciscodreamforceSalesforce.com
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Great Demand Gen Articles from Around The Web
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About Harris CMO PartnersB2B companies turn to us to create or improve demand generation including marketing automation, campaigns and metrics. We offer CMO services, mar-keting upgrades and demand gen improvements. Based in Phoenix, AZ.
http://harriscmopartners.com
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Marketing TechnologySmall Businesses Have Big Marketing Technology Ambitions - eMarketer
Optimizing the Marketing Operations FunctionMartech Advisor
Making Marketing Technology WorkMcKinsey
Make Your New Marketing Hire Read This Collection of Articles eConsultancy
Website & SEO5 Examples of B2B Brands Winning at Website UXB2B Marketing
How B2B Sellers Are Offering Personalization at ScaleHarvard Business Review
10 Best Practices for Bet-ter B2B Website ExerienceCXL
How SEO is Different for B2B CompaniesB2B Marketing
B2B Lead GenerationB2B Lead Generation: 33 Strategies, Ideas, ExamplesWishPondThe Top Digital Channels for Generating B2B LeadsMarketingProfs
How To Leverage SEO for B2B Lead GenerationMarketo
How To Fix Broken B2B Lead GenerationTrackMaven
Try the 2 Week Peek!Need to review your demand gen-eration and/or establish benchmark metrics for 2018?
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Fast, AffordableThis 2-week project audits your entire demand gen-eration function. We score your email, website and social media results. We’ll also score the results from sales and marketing auto-mation if you use it.Plus a lot more!
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