2022 is here – and with it comes the bombardment of blogs and emails telling you about marketing and sales trends. I promise you this isn’t one of them. This is about getting back to basics, setting yourself up for success, and using marketing to drive sales and revenue.
After working for decades in this space, I can offer you some advice. Here are a few areas to think about – no matter what year it is, or where you are in your marketing journey.
- Branding and messaging lays the foundation – Effectively communicating how your product benefits buyers can be daunting. It’s easier to tell prospective buyers what your product does, but harder to articulate what sets you apart from the competition. If you’re introducing a new product, or feel that your story is no longer hitting the mark, it may be time to do a positioning/messaging checkup.
- Developing collateral and content – Technical whitepapers, data sheets, and solution briefs are great traditional marketing tools, but in today’s fast paced world, not everyone has time to sit down and read a long whitepaper. Offering multiple ways to tell your story by creating digestible content – designed for your target audience and where they are in the buyer’s journey – is key. Infographics, explainer videos, blogs, and webinars as well as sales tools are designed to help your articulate your story.
- Speaking of the buyer’s journey – When working on your marketing strategy and content, remember to consider your target market and audience first – specifically your ideal customer. This helps create your buyer’s personas, and knowing their behaviors and preferences lets you deliver the right content at the right time.
- Engaging and optimizing sales teams – More than likely, your sales team didn’t meet their quotas last year due to a variety of reasons: unattainable revenue goals, lacking information, and of course, COVID. And there’s no sign of any of these things changing soon. So how do you help them meet their aggressive sales goals? Provide them with sales enablement tools, especially personalized content using video tools or ABM-tactics.
If you’re thinking it’s time to revisit your sales and marketing strategy, take part in Porter’s 30-minute introduction assessment. Together, we’ll see where you are and provide a plan to get you to where you want to be.