As a B2B marketing consultant, I am often asked to figure out the one marketing tactic that is going to break open a market for a client. They are looking for a magic bullet.
I have news for them.
There is no magic bullet in B2B marketing.
Sorry to disappoint.
What does work is a strategic marketing plan that maps out integrated marketing tactics and provides a systematic approach to reaching your target audience. Strategy? Planning? Integration? Systems? Not as glamorous as the magic bullet, but they work!
One-shot marketing tactics don’t work. It has been proven again and again that multiple touches, multiple, integrated brand impressions create response compression (multiple touches lead a prospect to remember you and respond) and build brand recognition.
In my opinion, the only way to design and implement an integrated campaign is to have a written marketing plan. It becomes your road map – no, your GPS system – for integrated marketing success. Without the written plan, it is too easy to stray and end up back doing seat-of-the-pants, onesy-twosy marketing. Forget magic bullet(s). Rather,
- get strategic
- think “system”
- know what tactics work for your target audience
- write a plan
- make it happen!
Have you found a magic bullet for your marketing? Please comment below.
