December is traditionally a slow month in which to conduct B2B marketing, with the possible exception of outbound calling. When B2B buyers are in the holiday spirit they are typically more likely to take calls. But since December isn’t great for marketing, it’s the perfect month to assess B2B marketing plans and practices for 2013.
For 2013, MarketingProfs is predicting the continued rise of content marketing. Another Marketing is predicting a greater return to offline channels and the increased value of mobile. In fact, all of the predictions for 2013 support the continued importance of integrated marketing. That is, being everywhere a B2B prospect or customer might be and not putting all of one’s B2B marketing eggs in one basket.
So now is the time for B2B marketers to assess how well they are following best practices — then to update their marketing plans for 2013. Here are three areas that might be worth assessing:
- Analyze if the targeting being used is missing any huge potential for growth and sales in 2013. Here are a few tips on how to do this: “Is your B2B marketing barking up all the right trees?“
- Evaluate how well the Website supports the online brand and generates involvement on the part of the visitor by reviewing “Is anything missing from your online B2B brand?“
- Evaluate overall B2B marketing messaging to make sure it’s consistent from channel to channel. Then check it for best practices in “B2B marketing’s 10 most common copy mistakes.”
B2B marketing is a process of reaching the right people with the right messaging and using the tools and tactics that have been proven to generate leads and convert them into a qualified pipeline. B2B marketers can use December to make sure 2013 doesn’t miss one opportunity to generate leads, support growth and make a big impact on the bottom line.