The Anatomy of a Strategic Demand Marketing Plan – Part 2: The Insight Phase


Last week, we discussed what we really mean when we talk about demand marketing. This week, as we dive deeper into the anatomy of a Strategic Demand Marketing Plan , we introduce you to the first step in our process: the insight phase.

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How to Organize a Stand-out Marketing Planning Session

Measure Up Marketing

If you’re like many of our customers, right now you are somewhere in the midst of your planning cycle, working with your partners in Sales, Finance, Product, and IT as you crystallize your Marketing plan. Here’s a bit of advice: Our experience has proven that a collaborative Marketing planning session is an essential step in this process. Focus on 5 Areas for Your Planning Session. Organize a Stand-out Marketing Planning Session.

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5 Tips for Building a High-Performance Marketing Plan


As a modern marketer, you have a lot on your to-do list: build the brand, get leads into the funnel, and help keep those customers when it’s time to renew. In this episode of the Rethink Podcast, we interview Linda, our senior director of marketing services and operations, as she shares her tips for building a high-performance marketing plan. And don’t limit yourself to focusing only on your target persona. Today, marketing is a techie discipline,” West said.

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The 7 Building Blocks of a Solid Content Marketing Plan


Marketers are creating more content than ever. According to the Content Marketing Institute , 77% of B2C companies and 70% of B2B companies surveyed say that they are creating more content than they did just a year ago. However, producing more content is only productive when you have a solid plan in place. A solid plan ensures that you’re producing relevant content consistently, keeps your team aligned along the same goals, and helps you reliably measure success.

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Should your B2B Marketing Plan Include Company Personas?


Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data). The idea of creating buyer personas has long been used by marketers to create a human profile of our buyers. We’ve grown to understand the buyer beyond their job title which allows us to focus instead on the personality, motivations, authority, responsibilities, priorities and other attributes that comprise buyer personas.

Important Templates You Need To Update Your Marketing Plan AGAIN Post Covid-19

Pam Didner

Does my marketing strategy need to be revised for the changing economy? My clients asked me if they need to revise their marketing plan, and marketing plan templates AGAIN when the economy starts to reopen, Post COVID-19. Many of them just went through a round of marketing plan updates (with budget adjustments, content and media re-planning, even headcount reduction) during the pandemic. The first 3 weeks were tough for many marketers.

Create a 1-Page Marketing Plan

B2B Marketing Traction

I like working from a one-page marketing plan for my clients and for my own business, whether or not we have a multi-page written plan as well. I used to use Microsoft Project to create a Gantt chart of the marketing plan timeline, but few of my clients had the program nor did they want to endure the learning curve in order to be able to use it. One Page Marketing Plan. I list the marketing tasks to be done in a left side column. Tweet.

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Why You Need to Start with Why as You Develop Your Marketing Plan

Measure Up Marketing

Two challenges (alignment with the CEO and alignment with business priorities) remain constant for Marketing leaders. The recent Spencer Stuart CMO Tenure study suggests one of the primary reasons for the continued CMO shuffle is “poor alignment between the CEO and CMO on the mission (and the timeline) of the marketing organization’s output.” A tool exists within reach of every Marketing organization that addresses both of these challenges – the Marketing plan.

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How to Create a Buyer Persona (Includes Free Persona Template)


Defining a buyer persona (also called a customer persona, audience persona, or marketing persona) helps you create content to better target your ideal customer. As a social marketer—or any marketer, for that matter—it’s easy to get lost in the details of tracking your latest engagement rates and campaigns. Buyer personas remind you to put your audience’s wants and needs ahead of your own. What is a buyer persona?

Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps


According to the Content Marketing Institute, B2B marketers created 70% more content last year than they did the previous year – while 42% published new content multiple times per week. Two reasons behind organizations creating content with a “spray & pray” approach are that they: Don’t have a documented content strategy (only 35% of B2B marketers say that they have it documented). Develop Buyer Personas. These are your buyer personas.

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How to Create Your Small Business Marketing Plan


There’s never a bad time to put together a marketing plan , especially if you don’t already have one. A thorough marketing plan is like a helpful guide for your team, and it comes in handy in more ways than one. Need some help planning your marketing this year?

What Does A Content Marketing Plan Look Like?

Marketing Insider Group

Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. This simple guide can help you overcome the most common problems in content marketing plans and get to a successful and continuous process to deliver successful and rewarding content marketing plans. What Does An Effective Content Marketing Plan Look Like? Step # 1 : Get Buy-in For Your Plan.

Creating a Marketing Persona: Influencers Matter


Every marketer should take a moment and consider who their audience is. Then based upon the characteristics of each segment, you can create a sketch, or a persona, that stands in for that segment. They act as their representative and avatar when you draw up your content marketing plans and strategies. By creating a marketing persona, you can view that whole segment as a person and put yourself in their shoes. How Many Personas?

Content Marketing Plan Methodology

Marketing Action

Content marketing is the new “buzz” of today, and for good reason – it works. Eric Albertson, CEO of Albertson Performance Group , recently conducted a webinar titled Building Content for the Buying Process , where he outlined six stages to help you plan, manage and measure your content marketing program. Identify objectives – Most people go into content marketing without establishing a benchmark, which down the road makes it difficult to track their shortcomings.

6 Steps to a Content Marketing Plan that Can Drive Conversions


B2B Marketing Content Marketing Demand & Lead Generation Lead Generation Buyer Personas call to action calls to action content content marketing content marketing strategy content strategy marketing

5-Step B2B Marketing Plan for Covid-19


Five new realities redefine marketing starting now: The most obvious first: Events disappear in 2020 and then return slowly; forcing marketers to find new ways to generate leads. We are seeing a mass movement away from events towards content marketing as businesses scramble to fill pipelines. If you don’t have a way to replace event marketing… immediately skip to the next section and do a virtual event or webinar now. Marketers need to use 10x thinking about this.

The Anatomy of a Strategic Demand Marketing Plan – Part 3: The Strategy Phase


Over the past two weeks, we have covered the definition of strategic demand marketing and introduced you to the first phase in our process, the insights phase. It is at this stage that we define the critical customer journey and begin to build the Strategic Demand Marketing Plan. .

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Marketing Planning Process for Professional Services

Hinge Marketing

Any firm that wants to succeed needs a marketing plan. However, the marketing planning process that works well for consumer products, industrial goods or not-for-profits is not well suited for professional services. With that in mind, we’re going to take a closer look at what it takes to put together an effective marketing plan specifically for professional services firms like yours. Marketing Planning Process Defined. Happy planning!

Personas Are Great (Except When They Suck)

Marketing Insider Group

I recently presented at a Content Marketing conference on the topic of content marketing personalization. I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great. Before you start ranting or raving, let’s start with some basics: What is a persona?

Important Templates You Need To Update Your Marketing Plan AGAIN Post Covid-19

Pam Didner

Does my marketing strategy need to be revised for the changing economy? My clients asked me if they need to revise their marketing plan AGAIN when the economy starts to reopen, Post COVID-19. Many of them just went through a round of marketing plan updates (with budget adjustments, content and media re-planning, even headcount reduction) during the pandemic. The first 3 weeks were tough for many marketers.

How to Develop B2B Buyer Personas | g2m Solutions

G2M Solutions

b2b marketing b2b marketing plan b2b digital marketing planWhat do Customer Experience Cassie, Recruitment Rhonda, and Procurement Pete have in common? They're almost-real (or semi-fictional) representations of a business's target audience. They're the archetypes of the decision-makers you're trying to influence. They're the people you're trying to sell to.

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

With the new hype of content creation now making the rounds of webinars, books, and whitepapers another term has regained the spotlight: the buyer persona. I was reminded once again of the importance of creating buyer personas during Bulldog Solutions event on Marketing Benchmark in which Rob Solomon walked us through their five step process for organizing your marketing programs: Business Case. Process Planning. Who’s Involved in Creating Personas.

Are your marketing personas your sales market segments?


Marketing is supposed to lead to sales, right? So why is it that we marketers sometimes throw up unnecessary impediments to selling things? I’ve talked in the past about how you better make sure that the steps in your marketing Buyer Journey matches the phases of Sales Funnel. All marketers worth their salt have created a set of personas. Personas give your writers a specific person to write for. Market segments are not equivalent to personas.

Important Templates You Need To Update Your Marketing Plan AGAIN Post Covid-19

Pam Didner

Does my marketing strategy need to be revised for the changing economy? My clients asked me if they need to revise their marketing plan, and marketing plan templates AGAIN when the economy starts to reopen, Post COVID-19. Many of them just went through a round of marketing plan updates (with budget adjustments, content and media re-planning, even headcount reduction) during the pandemic. The first 3 weeks were tough for many marketers.

Four Things to Add to Your Marketing Plan

B2B Marketing Traction

Now more than ever B2B marketers must focus on their existing and prospective customers. Here are four key things you need to focus on your customers in your marketing plan for next year. Write a creative marketing persona that describes each type of customer that buys your product or service. Distribute these personas to everyone who touches customers in your company and make sure they understand what they mean.

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Persona Based Marketing

KEO Marketing

Successful marketing depends on personalization. Persona based marketing helps you provide structure and insight to your company’s inbound marketing campaigns. Using market research and existing customer data, you can define your ideal customer in a very detailed manner. Buyer personas incorporate customer demographics, behavior, motivations, and goals. Making a Case for Persona Based Marketing. How to Develop Buyer Personas.

How to Build an Integrated Marketing Plan for Your Product or Service Launch

Launch Marketing

Arming yourself with an integrated marketing plan is essential for delivering a successful and impactful launch. Without a well-thought-out plan, important but easy-to-miss details can slip through the cracks and leave you scrambling as launch day approaches. An integrated marketing plan for your new product or service should combine research, marketing and messaging strategies to ensure that every aspect of promoting your launch is executed in a cohesive manner.

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B2B Marketing Plan Best Practices: 5 Simple Rules to Follow


“We’ve tried a lot of marketing tactics but nothing seems to work.” Most of these companies have a reactive marketing program, which means they don’t have a comprehensive marketing plan to guide their marketing spend. Marketing plans certainly can be complex and when our team develops them on behalf of clients, they often are very detailed. While not all aspects of marketing can be quantified, many can.

Build a Customer-Centric Marketing Plan & Culture

A Better Jones

Traditional marketing tactics no longer work like they used to. According to Forbes, the following factors have caused the death of traditional marketing : Brand trust has plummeted to an all-time low. Clearly customers want more, and better, so marketers should be continuously interviewing customers to learn about their needs, goals, and preferences. Formulate Buyer Personas Your buyer persona should guide your messaging every step of the way. “If

Critical Elements of the One-Page Marketing Plan

B2B Marketing Traction

Critical elements of the one-page marketing plan: Vision, Mission and Goals. Before planning, you should know what your company does (mission), where you want it to be in the next three to five years (vision), and how you are going to get there (goals). Customer Segments or Personas. What are the best ways to market to them? When will you execute each marketing tactic and who will do the work? Marketing Planning marketing plans results ROI

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10 Steps to Creating the Perfect Social Media Marketing Plan


Initially, when Facebook entered the market as a social media platform, very few knew that it would use all of its data to run its business. Which is why designing the perfect social media marketing plan is imperative to every business. You must create a buyer persona in order to define your target audience. As a growing business, you should be aware of all the recent market trends and utilities. Be agile and flexible in your plans.

5 Marketing Plan Examples to Help You Write Your Own


You’ve been spearheading your organization’s content marketing efforts for a while now, and your team’s performance has convinced your boss to fully adopt content marketing. There’s one small problem, though: your boss wants you to write and present a content marketing plan to her, but you’ve never done something like that before. Read on to get inspired by some of marketing’s top content strategies. 5 Marketing Plan Examples to Help You Write Your Own.

B2B Buyer Personas: How to Create Them for Every Budget

Unbound B2B

A B2B buyer persona is a construct that represents your perfect customer, developed by observations from market analysis and data collected from your existing client base. The buyer persona conversation revolves around the motivations behind your ideal customer, the utility your product or service will provide to them, and how they prioritize buying new items. Where to Start When Creating Strong Buyer Personas. Utilizing Buyer Personas to Optimize Marketing Efforts.

B2B Marketing Plan; A Compelling Case for B2B Content Marketing

Inbox Insight

Part 3 of our B2B marketing planning mini series, this article tackles the Marketing Strategy stage of the B2B Marketing Plan. As with our previous articles, we’ll examine best practices and their underpinning theory to help you plan, execute (and justify investment) for the best marketing programmes to achieve your wider business goals. Content Plan (Roadmap): Documented processes and workflows required to deliver the content strategy.

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B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation


A B2B Video Marketing Strategy Overview. That brings us to a discussion of video marketing for B2B. Depending on what you read, most research shows that white papers are still the most authoritative content asset, but video marketing continues to grow. With B2B video marketing, it’s not about the number of viewers your video gets, but is that video reaching your target prospects. . B2B Video Marketing Best Practices. How as video marketing worked for you? .

3 Things to Know Before Making your SaaS Product Marketing Plan

SmartBug Media

The SaaS market is going crazy. percent year-over-year market growth —to $85 billion in 2019—kind of crazy. But if you resist the urge to create an "all the things, all the time" SaaS product marketing plan, you can succeed. Do your homework, and establish these three things before you start planning: 1. to It’s a combination of the company profile or persona you serve best with the problem that you’re best at helping them solve.

How to Build a Smart Yet Simple Social Media Marketing Plan [Template]

Content Marketing Institute

Brands typically have a lot of questions when it comes to marketing to consumers on any third-party content platform. But one thing that can make your decisions more straightforward is establishing a channel plan – an advanced directive for how your brand can and should distribute its content marketing efforts on rented channels like social media, and what you expect to achieve. Let’s take a closer look at each one: Brand #socialmedia channel plan: (1) detail value prop.