When markets disrupt, three things happen (and they happen very quickly): values shift, vocabularies change and the velocity of campaigns increase.
All of these pose unique challenges for marketing teams, especially the smaller teams that are typically influencing the disruption. For these marketing teams, there is no pause button, no time to stop and catch your breath, no slow period to figure things out and extensively plan activities. In fact, the pace quickens, campaigns get shorter and more frequent, and the demand for clear, predictive metrics increases by orders of magnitude.
How Did I Get Here?
This is how you get started.
Start with the end in mind. Know your marketing goal. Do you want leads for sales? Are you trying to build demand in your existing customer base? Are you trying to accelerate the spend timeline? Do you want to build brand awareness in a new market? Are you trying to increase your capacity so that you appear bigger and can execute more than your scarce resources would normally allow?
You probably want to do all of these. They are all worthy goals, but they have different pathways to success and different combinations of marketing technology that will get you there. You must first identify what you are pursuing so that you know where you are headed and how to identify distractions.
Once you know your goal, identify the metrics for success. Ask yourself, "How do I know when we have succeeded?" Without this answer, you will forever be focused on activity and not accomplishments. Here is a table that we use as a springboard for our implementations:
|Marketing Goal|| |
|New Logo Acquisition||Number New Sales Qualified Leads Marketing Delivers|
|Increased Share of Customer Wallet||Number New Opportunities From Existing Accounts|
|Accelerate Spend Timeline||Time Trend from 1st Spend to Goal Spend|
|Increased Market Awareness|| |
Trend over time: Earned Media Mentions, Fans, Friends & Followers
|Boost Marketing Capacity||Number of Campaigns executed, prospects touched per marketing team member|
And finally, once you know where you are headed and how you’ll know when you get there, it’s time to use your marketing campaign recipe. This is where you pick your mix of content, campaign type and cadence that will drive the realization of your goals. The ingredient and technology mix will be different for each goal.
Choose Your Recipe
For instance, if your goal is new logo acquisition and the metric you are using is the number of sales qualified leads that marketing delivers to the sales team, your marketing recipe will include more PPC, social media and content marketing ingredients than will a recipe that yields accelerated timelines. This is where it is important to remember the goals of synchronization, execution and discipline that we covered before.
Marketing recipes have a list of ingredients, a pre-defined process for putting it all together, and an expectation of what comes out on the other side. Like any recipe, marketing recipes can be streamlined for extremely fast execution or they can be made gourmet for something truly unique and special.