Your marketing plan should allow you to put in place a suitable strategy to generate more leads and convert them into customers. That’s how you’ll generate ROI. How to make an effective B2B marketing plan? Here are the 10 essential ingredients.
1. Your SMART goals
To make an effective B2B marketing plan, it is essential to start by defining your goals.
It is not a question here of simply noting a line explaining that you want to sell more, gain notoriety or develop your turnover.
You must set specific goals. Your goals should be S pecific, M easurable, A tteignables, R éalistes and limited in t ime. We talk about SMART objectives .
Without a goal, you will not be able to determine the marketing strategy that will enable you to generate ROI.
2. Your marketing budget
The marketing budget is essential to work on an effective B2B marketing plan.
I meet a lot of companies in B2B, marketers, who have no specific budget to carry out their actions. These marketers have to think about actions and ask for the budget in the drip.
Marketing does not work like that in B2B.
To generate return on investment with B2B marketing, it is important to carry out a 12-month minimum strategy . The budget is essential for that.
Note that logically, your marketing plan must allow you to get this budget from your branch.
3. Your Personas
For your marketing strategy to be effective in B2B, you need to know exactly who your target is.
It is not enough here to determine the type of business involved, the function of the person, the sector of activity or the turnover.
With the Internet and social networks, we have entered the era of marketing Business to Human.
Your marketing strategy should allow you to send the right message to the right person at the right time.
In this process of ultra-personalization of your marketing actions, it is essential to know the needs, expectations, interests, problems and behaviors of your targets.
For that, it is inevitable to work your Personas .
4. Your marketing and sales alignment actions
The B2B decision maker requires marketing to work with the sales department.
He now wants to lead alone and at his own pace his purchase thinking. He no longer agrees to talk to a commercial before he has a clear idea of the solution he needs.
In this situation, marketing must attract the attention of the decision-maker on the Internet and generate qualified and mature leads that he will pass on to salespeople for conversion into customers.
It is essential here to align the objectives, expectations and actions of the marketing and sales departments.
5. The levers to operate
The 4 ingredients above must allow you to determine the levers to operate in your marketing plan.
You know your target, you know their behavior, and you know how much leads you need to generate for your sales people.
In a B2B marketing plan, we usually find the following levers:
- Content creation and animation of the website ;
- Social networks ;
- The (SEO) ;
- Emailing ;
- Advertising campaigns ;
You can also integrate into your marketing plan more traditional levers such as breakfasts or trade shows.
6. Your action schedule
Now that you’ve integrated the levers you need to work into your B2B marketing plan, you need to determine how to operate them.
The key here is to work in your marketing plan a timetable of your actions over the next 12 months minimum.
7. The tools to use
There are more than 7000 tools to succeed in your B2B digital marketing strategy .
Of course, you can not use them all. For reasons of cost, skill, time or even performance.
Multiplying tools means multiplying risks.
To make an effective B2B marketing plan, it is essential to identify the best marketing tools that will help you achieve your goals.
8. Your performance indicators
In B2B marketing, we can only analyze what we measure.
In other words, to generate leads and win customers with B2B marketing, it is essential to analyze your actions in real time.
To do this successfully, you must identify in your marketing plan the performance indicators to follow in order to verify that your actions will enable you to reach your objectives.
The performance indicators will also allow you to optimize your actions and therefore your return on investment.
9. Your crisis management methods
On the Internet, you are not safe from Bad Buzz .
Even if Bad Buzz is far more rare than we might think, it is essential to make a marketing plan that anticipates the worst scenarios and the actions to be implemented to avoid negative repercussions.
So you can integrate in your marketing plan actions to implement in case of comments or negative opinions.
10. Your process of integrating new recruits
If you create an effective marketing plan, the results will be at the appointment and you may need to recruit to go further.
Recruiting a marketing profile is not easy in the age of the Internet and social networks.
To attract the best profiles and facilitate their integration, it can be interesting to integrate into your marketing plan the process to follow, both for the employer and for the future recruit.
The marketing plan is usually the first document you have read to a new recruit in your department.
Do you want to make an effective B2B Marketing Plan? Go to Inbound Marketing