As I clock up years in the field of B2B marketing as a CMO and Product Marketer, I see that we often tend to repeat the same mistakes while planning or executing a campaign. As 2019 begins I thought I would make a resolution as a marketer and share it with you to get the thought process going and get each one of us to share ideas based on our experiences. When we read them we have a facepalm moment, they are that obvious, but we still do end up overlooking them in our hurry to get a campaign rolling.
So here we go, folks, my list of 5 new year resolutions for marketers in 2019:
- I will collaborate better with sales: Marketing and sales have always been at loggerheads, each one blaming the other for failures and taking credit for success. This tug-of-war has ruined many a companies future. Time to wake up and smell the coffee, if we don’t come to an agreement then both of us suffer since the organization suffers. I as a marketer resolve that I will spend more time to understand the sales teams objectives every quarter so that my campaigns are in complete synergy with sales goals of the company and focus in meeting their targets in addition to any brand building or awareness building objectives I have for my campaigns.
- I will understand the customer journey before I design a campaign: More than 50% of the decision-making process of a customer is before they reach out to us, digital campaign elements have become really important. The better we understand who the customer is and where they are in their decision-making process, the more likely we are in getting our messaging right to the customer. So as the CMO of a SAAS startup I resolve to first understand my customer better, build a customer journey map, check hygiene factors such as a good preference center and then plan my campaign elements for the year.
- I will not use an email campaign in lieu of a proper Go-to-market strategy: The product marketing and sales team approach us with a request to help them take a product or feature to market, what are we tempted to do? jump to tactics. We put a quick campaign calendar together where a launch email is sent out to a mailing list followed by a webinar and the creation of a landing page. Once done, we begin to wonder why no results are visible. I have been guilty of also succumbing to this under pressure from management. This year I have decided not to do that, I will think through and put together a comprehensive integrated marketing plan for the year and then plan activities with clear metrics on a monthly basis.
- I will not forget a prospect once they become a customer: As marketers, we think our job is done once contact becomes a sales qualified lead or customer. These customers are our evangelists and a healthy source of referrals. They also can provide us vital insights on what our future strategy and feature roadmap should be, not to mention we need to ensure repeat business and renewal, especially in a subscription-based SAAS business. As a marketer, I need to also own this piece of the customer journey. Even if customer success and support own the engagement, we can still play a role by putting in place a campaign and design all the communication elements.
- I will be sure to leverage in-product marketing opportunities: Experience and the industry averages show that the initial trial usage experience can make or break a customer experience, this is especially crucial when the customer is reviewing the product online by themselves. I take closer collaboration with product management as a vital goal for 2019. How we are able to jointly create a compelling user experience is an extended layer of customer journey we need to consider while planning marketing support. In-app marketing tools can be leveraged along with customer training and webinars to achieve this.
So these are the top 5 from my point of view. What do you think? please do leave comments on your resolutions. It will be really interesting to see what your priorities are for 2019