There are seven steps we typically take in designing an integrated marketing plan. We work with many clients on engagements to generate and nurture leads. The goal is clear—fill the sales pipeline with enough qualified prospects so that sales can meet revenue targets—and nurture the rest until they are “sales ready”. But when steps are missed, trouble can follow.
These steps include: 1) clarify objectives of the program, including revenue targets and optimal number of qualified prospects by sales rep, 2) conduct an assessment of the sales process and current marketing programs, offers, and activities, 3) document the target market (vertical industries and buyer personas), 4) fine-tune the value proposition and messaging, 5) develop an integrated campaign plan, including theme, program blueprints, calendar and budget, 6) execute the programs, and 7) analyze results and make adjustments to optimize ROI.
Often, clients tend to want to jump right to Step 6 – “execution of programs”. The problem with this approach is that quick tactical programs without forethought can confuse buyers, deliver lackluster results and waste time and money.
The planning process (Steps 1-5) does not have to take a lot of time, and is well worth the investment. By mapping out a series of programs to execute over the course of a quarter or two, companies can building a relevant, meaningful conversation with prospects that ties in with their buying cycle. Programs that enable prospects to self-qualify and receive pertinent information based on where they are in their buying cycle increase conversion rates and shorten the sales cycle.
In addition, planning helps companies leverage content and offers across multiple touch-points and support product launch activities, PR outreach, events, etc. It also ensures that processes are in place to qualify and track prospects as they move through the sales cycle. With cross-functional team members involved in the planning process, the marketing effort is more efficient and effective. So remember the old saying: “plan your work and work your plan.” It’s well worth it!