Start with the End in Mind – The Power of Results-Driven Marketing
Marketing trends are constantly changing, and it’s not uncommon for businesses to get blindsided by a need for the latest digital marketing gimmick or evolving technology without thinking if or how it can deliver results.
Before diving into the intricacies of campaign planning and execution, it’s crucial to define what success looks like for your business, with the result you want serving as the starting point for any marketing campaign.
Why is this so important? Simply put, having a clear and measurable outcome in mind allows your B2B marketing agency to build campaigns that are specifically designed to achieve your goals. Whether that be through bespoke website landing pages, sponsored ads, press releases, social media, events, direct mail or more – when you know the end goal you can choose the right activities and messages for each audience with clear deliverables set for each activity individually and collectively.
For example, if you have a short term demand for more leads and know an event series is successful in securing good customers then it doesn’t make sense to wait 4 months for a website rebuild before you can start promoting your events – so you may need to build out some dynamic landing pages, socials campaigns and PR, whilst your re-build moves to the next quarter (you can always be getting on with the planning behind the scenes). When you focus on the results you are more likely to prioritise the best activities and more effectively manage your budget.
Ask the right questions
Before embarking on any marketing endeavour, take a moment to reflect and ask yourself and your team the right questions.
What are our business objectives?
Who is our target audience?
What sets us apart from our competition?
How do we measure success?
These simple questions will lay the foundation for any marketing campaign. If you’re still convinced that your product or service appeals to everyone, it’s time to rethink. The most successful campaigns often zoom in on a very specific target audience. We highly recommend creating a customer persona and doing some keyword research to understand your customer better, which you can learn more about here.
What are the benefits of focusing on results?
When the result is the focus, it becomes easier to rally your stakeholders around your marketing ideas. Whether you’re presenting to the board, your team, or your investors, having a clear vision of the desired outcome is vital. It also helps focus your marketing and sales teams because then they know what you are measuring e.g. engagement, lead forms, appointments, proposals, quoted pipeline value and conversions – and then everyone knows the role they play. Because Marketing and Business Development work best together good marketers track results all the way to the bottom line. This means getting sales teams involved at the start, listening to what they want, understanding their knowledge of the customers and being clear on how to follow up and report back.
Unified company/team effort
Imagine everyone in your organisation singing from the same hymn sheet. Starting with results in mind unites your entire company or team toward a common objective. This cohesiveness ensures that your messaging remains consistent and, everyone is working in harmony to achieve your goals.
Data-driven decision making
The starting point isn’t just the results you want to achieve but it also makes sense to look at the results you have already achieved, by analysing your previous results you can make more informed decisions on what’s working and what isn’t so you get the most out of your next marketing campaign.
Consistency across marketing communications
Consistency across all marketing communications sends a powerful signal that you are reliable and focused on delivering what you promised.
The role of your B2B marketing agency
When partnering with a marketing agency, it’s essential that they ask the right questions. The success of your marketing campaigns hinges on the collaboration between your internal team and your marketing agency. If your B2B marketing agency isn’t probing for answers, you may not see the success you desire.
The Definition difference
At Definition Consulting, we take the results-focused approach to the next level:
Fully formed results-driven campaigns
We don’t just create campaigns; we create campaigns with a focus on results. Every element of your marketing strategy is designed to move you closer to your desired outcome.
Follow-up procedures for lead generation
Follow-up is crucial for business development. Our agency has a specialised approach to lead generation that ensures we stay on the path to your end goal.
Proven results from previous work
Our track record speaks volumes about our ability to deliver results. We’ve helped businesses like yours achieve their goals time and time again. Which you can see here.
Success in marketing doesn’t happen by chance. It starts with a clear vision of what you want to achieve, and it is guided by results-focused planning and execution. At Definition, we are committed to helping you start with the end in mind, so you can achieve the results that matter most to your business. If you would like any advice on how to approach your marketing, get in touch.