If your marketing plan of this year looks very similar to previous year then it is likely getting outdated.
In one year people change, markets change, competitors’ products change, perception changes – all changes except your marketing.
2. Shooting beyond the target buyers
If your marketing reaches a much wider audience than the target buyers the budget is wasted. Instead you should aim to the potential buyers only.
If you send too much and too frequently information, newsletters and promotions to customers and potential customers, it is likely they will start to ignore your messages. Your marketing messages could even end up in the spam filter forever.
4. Unmaintained data and lists
If you haven’t been updating and cleansing your data bases or lists of prospects and customers then their value decreases significantly and only adds to the cost without ever getting a return.
5. Outdated marketing materials
What was the last time all of your marketing materials were updated ? Is all information coherent ? Are there still products or solutions present on marketing materials you no longer use ? Have all marketing materials the same logo, colors and look and feel
6. Website vs marketing materials
Have the marketing materials the same logo, colors and visuals of the website ? If not make sure to make the marketing materials uniform as else potential customers will think they are dealing with a different company.
7. Out of sync with sales
If marketing and sales are not in-sync then it is likely the marketing efforts will bring little to sales results. In many B2B companies sales and marketing are not working together which will never lead to better results.
8. Professional created materials
In this era of powerful office tools we tend to think we can produce marketing materials like leaflets, folders, product sheets, infographs and even video’s ourselves. Still there is a noticeable difference for potential customers between DIY and professionally created marketing materials.
9. Marketing encounters the market
Instead of being locked-up in the office, marketing should be able to meet with customers, prospects and potential customers in order to be capable to adjust the marketing materials they will design, create and develop to stimulate lead generation and thus sales.
This can be at trade shows but preferably in sales meetings.
10. Watch and monitor competitors
As you are not alone in the market, marketing should watch and monitor the competitors marketing messages. And if needed anticipate.
Where does your marketing fail ?