Today we are bringing you something we covered in our recent GGC Marketing Momentum Newsletter. That’s right, everyone’s favorite topic – the BUDGET!
Marketers are on their way in implementing their 2019 plans based on budget numbers put in place the past few months. As we reflect back on this budget season just passed, we can see three things of note:
C-level executives pushing for more analytics, more closed-loop reporting on what leads are turning into actual sales. We’re working with clients on a variety of tech tools to both improve performance and tracking analytics on those sales results. It’s difficult in a B2B environment, with distributed sales channels that rely on distributors and reps. But the technology is improving to deliver those metrics.
We’ve been doing research projects with clients about their switch messaging lately, and it’s striking a chord. Companies tend to struggle with objectively being able to answer the question, what gets customers to switch from my competitor to us? You have to apply a tight understanding of just what customers need to hear in order for campaigns to be truly compelling and differentiated. Look at that About Us copy on your website. Is it unique to you? Or can you just drop your competitor’s name on the page and it still applies! Just what IS your switch message?
Tech people love to talk about their technology stack, the tools that make up how they run their operation. So it begs the question: what’s your Martech (marketing technology ) Stack? What tools are you using to improve performance and reduce the cost of marketing? And are the ones in place working effectively to produce those results?
This coming year is a good time to experiment with new approaches and new initiatives. We talk about how everything changes in marketing, with different tools and techniques we’ll be using every two years or so. That pace of change can be overwhelming at times, but it is what makes marketing the most interesting part of any company!
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There is also still time to download our 2019 Budget Planner here.
Joel Goldstein, a proud graduate of Kent State University, is the president of Goldstein Group Communications, the agency he founded in 1992. While the agency has evolved during the years from its initial roots as a PR agency to become a full-service lead generation and branding firm, GGC has remained consistent in its focus on serving B2B companies that have some degree of technical or engineered content. Joel drives the agency’s strategy with a particular emphasis on incorporating new technology tools to drive improved performance, a focus on “Measurably Better Results” that has formed the foundation of the agency since its early days.
