Moving from Strategy to Development

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Matt Rickman
Marketing Manager
@mattrickman

We’ve talked about how critical it is to have solid market research before you set out on your marketing journey. But once you have a solid set of customer insights - then what do you do?

In session 3 of Today's B2B Marketing Roadmap, Keith Vera (@KeithVera), Penton Marketing’s Digital Services Director, talked about how to move from strategy to development. Like anything worth doing in marketing it is important first to establish your goals. Decide what is important, what will move the needle, and develop clearly defined KPI’s that will give you the insights you need.

With research done and clear goals defined - figuring out how you will meet your prospects needs and what your core message will be are next up. Once this basic framework for content is created you can build the marketing mix best suited to your goals. Placing your individual goals in the center and then building your strategy around them is a key way to ensure success.

Don’t Work in Silos

Your website is one of the best marketing tools to help you move people from prospects to customers. By providing content to website visitors that helps them through their buying journey, your website can serve as a great resource for critical information. As the information you provide becomes more valuable, you’ll want to gather information from them in exchange. Through this process, and with the right technology you can begin to track who your sales team should be contacting.

Your Website is a Critical Pivot Point

Your website is one of the best marketing tools to help you move people from prospects to customers.  By leveraging your content in the right manner, your website can serve all of your audience, but more importantly help you know the difference between Anyone and the Ready Person.

Tracking

Tracking is what gives marketing strategies intelligence and it’s important to implement at every chance (Website, Email, CRM, Tradeshows, Downloads, Etc...). Again your KPI’s and tracking should go hand in hand. Tracking for the sake of tracking is a waste, but by having measurable goals and the tracking mechanisms in place - you will find yourself ahead of your competition.

Next Up:

Content mapping.  Don’t miss our next web seminar on content mapping.  Content mapping strategies ensure that you are serving your potential customers the content they need - when they need it! Join us November 15th for this free web seminar.

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