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newsletters archive
August 2009
Marla Ink NewsNews
and Views from Marla Ink Productions Sharpen
Your Pencils Getting what you want from Marketing is as easy as A B C (D E).  From traditional to social media, trade shows to virtual events,
direct mail to e-postcards and more, marketers have never had more options available to them.
If only we could say the same thing about funds.
With tight budgets and myriad choices, you need to make sure you have the best
plan in place to
execute on your strategy. Strategy provides the framework, but you need a plan to answer the questions.
Make it easy on yourself by following
your ABCDE's to segment out the tactical areas.
Alliances How can we get better results from our existing alliance relationships?
In what areas should we pursue new alliances, partners and channels?
Brand
Do potential customers know and trust us? What do we need to do to increase brand awareness,
credibility and preference?
Customers Who are our most valued customers? What tactics, delivery methods and campaigns will shore up loyalty among
our most valued customers? What tools can we give them to help in our efforts to increase brand preference and demand?
Demand What promotional activities (short- and long-term) will generate the highest
volume of quality leads? What tools and support will Sales need? How will we nurture quality leads that aren't ready to buy?
Evaluation How will we know if our efforts are paying off? What are the key performance
indicators we need to measure?
Align
your ABCDE's with a clear strategy and you'll find that it's a lot easier to say "yes" or "no" when choices
abound but funds are precious.In
this issue:
Don't
Be Afraid to Ask: The Questions Marketing Has to Answer CMOs Optimistic, But Budgets Still Tight - Creating a B2B Community on Twitter
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