5 Key Elements Every Enterprise Marketing Strategy Needs to Succeed in 2016
Now is the time when marketers are finalizing enterprise marketing plans for 2016. Hopefully, you’ve learned a thing or two in 2015 that you can leverage to make your marketing strategy bigger and better in 2016. If you’re still in the process of planning or finalizing your 2016 enterprise strategy, check out the following five key elements you’ll need to succeed in 2016.
1. Know what success means for your enterprise
With an abundance of analytics tools to help enterprise marketers keep tabs on performance, measurement has become a staple in most marketing strategies. But do you know what success looks like? What are your Key Performance Indicators (KPIs), and what metrics offer insights on whether your marketing efforts are hitting the mark? All the measurement data in the world won’t help you better engage your target prospects if you’re focused on the wrong metrics.
2. Documented content strategy and editorial direction
Content marketing probably plays a pretty substantial role in your company’s marketing and sales functions. If you don’t have a documented content strategy and a clear editorial direction to coordinate and guide your content creation and promotion efforts, you’re falling short. Your content strategy should come first – defining the mission and business goals, your target audience, and content objectives – followed by a solid editorial plan that outlines who will create what content, when, for whom, and for what channels, along with how that content will be promoted.
Ultimately, you want to foster a deep understanding of the buyer’s journey, the multitude of touch points at which they engage with your enterprise, and the various buyer personas who might be making their way through the sales funnel. Armed with this knowledge, both your marketing and sales teams can effectively engage prospects and buyers at any stage in the buyer’s journey.
3. Enterprise marketing-sales collaboration
Marketing-sales alignment is a heavily discussed topic among business leaders, but that’s because it’s so essential to your success. Enterprise marketing strategy planning is an excellent time to bring your sales team in on the conversation and set the stage for more streamlined collaboration throughout all of 2016. Your sales team is sitting on a wealth of valuable insights that can help you better define your target audience and plan more effective content and marketing initiatives to captivate prospects at the right moments. Allowing this knowledge to go untapped is, frankly, a travesty.
Even social media marketing and sales are interwoven. Aim for, as Jasmine Sandler describes on ClickZ, an “internal end-to-end social media branding and sales system.” Reviewing last year’s sales goals and performance should be part of the planning process, as well as evaluating every salesperson’s aptitude for social selling. “Building relationships in social media is a bit more complex than our traditional face-to-face interactions. You could have the best social sales person right under your nose and not even know it,” Sandler explains. “At minimum, your marketing efforts and tools need to correlate with the social sales process, from LinkedIn profile messaging to the use of SlideShare and Twitter to CRM to offline presentations.”
4. Scalable enterprise content marketing
Scalability is one of the most common challenges facing enterprise marketers. One may assume that the opposite would be true: With bigger budgets, enterprises should have an easy time scaling content development and marketing. After all, more money means more resources and the ability to hire a full production and marketing staff.
It turns out that enterprise marketers actually have a greater struggle when it comes to scaling their efforts. Coordinating mass content production efforts at the scale necessary to produce recent, relevant, engaging content across geographic areas, product lines, buyer personas, and marketing channels is no simple task. Effectively scaling enterprise content marketing is achievable, though, when you centralize brand messaging and production with the right team, consistent workflows, and the right technology tools for effective collaboration. Which brings us to the next key element in a successful enterprise marketing strategy…
5. Technology to support your enterprise marketing strategy
It’s impossible even for small businesses to manage the plethora of marketing channels, mediums, and touch points entirely manually in the digital word. But finding the right technology tools that support your enterprise marketing strategy – and your goals – can put you that much closer to the finish line.
There are a multitude of technology tools that allow enterprise marketers to take back the reigns on digital marketing. These include:
- Analytics and research tools for discovering audiences and deriving relevant audience insights
- Competitive analysis tools
- Planning tools
- Production workflow technology tools
- Promotion tools, such as social media management platforms and email marketing tools
Looking at the whole picture to select the most functional tools that integrate seamlessly across your enterprise results in cohesive marketing execution. Treating your company’s techology as a “core competency to exploit,” explains Rusty Warner for Forrester, enables enterprise marketers and customer insights professionals “to shape and execute their firm’s business technology (BT) agenda — a to-do list across roles for applying technology, systems, and processes to win, serve, and retain customers.”
Missing even one of these key elements provides an ideal opening for your competitors to gain an edge. Defining success, documenting your content strategy and clarifying your editorial direction, fostering improved marketing-sales alignment, centralizing your efforts for scalability, and arming your team with the right technology to support workflows and goals is the recipe for a successful enterprise marketing strategy in 2016.
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