how to manage and improve your 2012 marketing plan
DESCRIPTION
You may already have a marketing plan and budget for 2012, but now comes the hard part: putting it into action, managing what changes and goes wrong, and keeping your eye on the objectives, outcomes and results you want. This Webinar will offer several, proven best practices for managing, measuring, improving and refocusing your marketing plan and strategy all year long. You will learn: • A proven, weekly rhythm of reviews to ensure all of your resources are still focused and productive • Several strategies for managing and triaging the inevitable challenges and roadblocks • Specific warning signs to watch for and avoid before they impact your work and resultsTRANSCRIPT
How to Manage & Improve Your 2012 Marketing Plan
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
Housekeeping
• Copy of this deck
• Offers for you– 10 minute brainstorm– Successful Selling– Secrets to Successful Social Selling
• Email me what you want– It’s that simple…
Last Slide First
1. Understand your customer, product & objective before planning (let alone executing)
2. Use the resources you already before spending money
3. Review & assess/adjust your priorities, focus areas and execution at least weekly
4. Fire lots of bullets
5. Manage actively and openly
6. Sales & marketing is too important to leave to salespeople and marketers
Four steps to a better plan
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets
Five questions to start
• What/who are your targets?
• What do they care about? What outcome are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and (eventually) buy?
Every initiative is filtered through:
• Customers
• Products
• Objectives
Sales is your friend
Put your marketing budget on a diet
• Combine PR and social media
• Hire your customers
• Use more content (yours and theirs)
• Join and participate in communities
• Build and launch remarkable products
Management essentials
• Roles & responsibilities
• Triage
• Scorecards
• Meeting rhythm
• Transparency and trust
• Track to the close
February forward
• Monthly reviews & postmortems
• Executive participation & sponsorship
• Communication & collaboration
• Idea box and side-burner
Questions?