Steps to implementing a marketing program that drives new business

Follow these steps to tune up your B2B marketing program and drive new business.

Goals

1. Determine your corporate revenue goals. I suggest you set three goals at three levels:
   1. Minimum
   2. Target
   3. Stretch
2. Determine percentage of your company’s revenue that needs to come from new business.
3. Determine the percentage of your company’s new business revenue needs to come from marketing generated leads.
4. Determine the definition of a “qualified sales lead” that sales and corporate management agrees with
5. Determine how many qualified B2B sales leads are needed to meet these revenue goals
6. Determine how many new inquiries are needed in order to identify enough qualified B2B sales leads that can close during the period.

Strategy

7. Determine the “pain” your products and services address
8. Determine the “pain relief” your company can provide
9. Determine your company’s competitive advantages and how best to articulate them
10. Determine the best companies and contacts to target with your lead generation efforts

Tactics

11. Determine where to find these companies and contacts
12. Determining the B2B marketing resources already available
13. Determine and prioritize how best to communicate with your target companies and contacts
14. Determine and prioritize tactics for eliciting inquiries from these companies and contacts
15. Determine and prioritize tactics for identifying qualified sales leads
16. Determine and prioritize tactics for nurturing your “not-yet-qualified” leads until they are determined to be qualified

Sales tools

17. Determine and prioritize the sales tools needed by your salespeople to
    1. Demonstrate the pain relief offered by your company (both products and services)
    2. Demonstrate the advantages of selecting your company instead of its competitors
    3. Propose
    4. Close sales

Metrics

18. Determine how best to measure the effectiveness of your B2B marketing programs designed to
    1. Generate inquiries
    2. Identify qualified sales leads
    3. Nurture not-yet-qualified inquiries
    4. Provide sales tools for your salespeople

19. Determine how best to communicate the results of your B2B marketing programs to management

Resources and Budget

20. Determine the resources and budget needed accomplish the above and meet
    1. Minimum goals
    2. Target goals
    3. Stretch goals
21. Use your B2B marketing plan to justify the budget
22. Get budget approved

Implementation

23. Determine the best schedule of B2B marketing activities, designed to
    1. Generate some short-term results to demonstrate competence and ROI
    2. Generate a steady stream of qualified sales opportunities and sales tools for your salespeople
24. Determine resources needed to implement these activities
25. Assign responsibilities
26. Start implementing!

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M. H. "Mac" McIntosh is described by many as one of America's leading business-to-business sales and marketing consultants and marketing speakers. He is president of Mac McIntosh Incorporated, a marketing consulting firm specializing in helping companies get more high-quality sales leads and turn them into sales. More about Mac...