Tech Marketing Checklist: Prepare for 2015
There will be many places where you can spend your budget in 2015, and over the next few months you can expect countless blog posts, studies, research material, LinkedIn Updates and everyone under the sun giving you advice on where to invest your money for optimal marketing ROI.
Here is a checklist to help you make the right decisions now so you kill it in 2015:
Think In Terms of the Funnel
In order to drive tangible pipeline, you need a funnel-based strategy that aligns content with buyer roles and buying stages. Make sure you have enough content for top of funnel, mid funnel, and late funnel so you can acquire, nurture, and convert leads. If you don’t know whether or not you have the content Activate, can help with a performance oriented content audit that will set you up for a strategic content approach in 2015.
Audience Needs Trump Product Features
Time-and-again we hear from IT buyers that their business need(s) trump product features. Pipeline marketing requires deep insights into buying triggers throughout the buyer’s journey, and marketing plans need to address customer needs in every engagement. Activate’s persona methodology combines qualitative and quantitative research to develop insight-based personas to drive pipeline.
Emphasize Quality Content
Take a no nonsense approach to writing for 2015. Fewer, high-quality pieces are better than a higher-quantity set of content assets that don’t connect with your customers. Effective writing will set you apart and deliver results. Think about your content partner in 2015. Do they have the trusted network of writers who will deliver quality material on time and be able to get your brand, product or service recognized in the sea of competition?
Social And Real Time Marketing
Marketing in real time is going to gain greater prominence in 2015 as the world gets increasingly social and mobile. Blog posts and social handles can be your greatest asset in a breaking news environment. Make sure you set up agile processes and have systems in place that empower you to act faster than your competition. An excellent resource around this subject is “Real Time Marketing And PR” by David Meerman Scott.
