EDITOR ’ S QUESTION
JEN KREUTZER , VICE PRESIDENT , MARKETING AT MARKETPLACER
Consultation should include everyone from product and customer success teams to those focused on enablement and fulfilment . Obtaining ideas and feedback from all these groups will help to shape the development of a very effective marketing plan for the year .
With business conditions expected to improve following the disruptions of the past 12 months , many marketing professionals are drawing up plans that will guide their activity throughout 2022 . Whether a business is operating under a B2B or B2C model , there are a range of key activities that should be incorporated into this planning process . Together , they will help to ensure marketing campaigns reach the right people and deliver anticipated results .
Four of the most important activities you should undertake in 2022 are :
1 . Earn your client ’ s trust :
Many clients and prospective clients will be feeling uncertain about what the new year might bring and will be seeking someone on who they can rely . Discuss with them the wider trends affecting their sector and the initiatives being taken by their peers .
Also , take the time to understand their specific requirements and goals . It can be dangerous to simply assume you already know what they need as this may reduce the chances of establishing a long-term and mutually beneficial relationship .
2 . Increase cross-functional alignment :
In the past , it has tended to be the sales and marketing teams that have worked most closely together . In 2022 , it will be worth extending this relationship to include teams from other parts of the business .
It will also be increasingly important to tighten the processes used to guide clients from the stage of being a new prospect through to needing post-sales support . None should be allowed to fall through the cracks .
3 . Boost the profile of marketing operations :
Businesses have access to a sometimes bewildering amount of data which is assessed by the marketing operations team . In 2022 , the status of this team should be elevated so it can provide not just reports but also strategic advice on emerging trends and the opportunities they present . This advice will be invaluable when planning marketing campaigns and will ensure they match real-world requirements .
Making this change will also help a business overcome the challenges that will occur when Google moves away from cookies as a means of tracking activity on websites . Marketing operations will be able to provide other data streams that will continue to provide valuable insights .
4 . Undertake more accountbased marketing :
Account-based marketing will evolve from a nice-to-have into an essential strategy during 2022 . This means marketing teams will have to focus on developing messaging and content that is directly relevant to individual customers . Teams will also have to focus on different people within the same organisation , shaping their messaging to suit each . www . intelligentcxo . com
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