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From Strategy to Revenue

Marketing plans only get results if you follow through with consistent execution

Episode Summary

2022 is shaping up to be a challenging year for many B2B marketers, and the key to success will be long-term commitment to strategies that are built on data and a deep understanding of your customers.

In this Accelerating Revenue Series episode, Joe discusses his own strategies for the coming year and how he’s planning to make an impact, not only by driving revenue but by helping shape the direction of the fast-growing marketing tech and services company.

“Scorpion is expecting a solid 2022”, Martin said, and is moving ahead at a “quick” pace in Q4/Q1 in both outbound and inbound SEO content marketing. He stresses the importance of getting a commitment from sales to see these strategies through to the payoff in SALs and improved engagement metrics, which may not happen until six or more months from now.

Episode Insights

  • Data drives everything. Digital marketers must build buy-in for their 2022 strategies based on quantifiable, predictable results. “You need to show sales, not just tell sales,” Martin says, adding that he sees analytics as still the most valuable investment in martech.

    Data is critical not only for building consensus at the start of the year, it can also help extend marketing’s influence to every area of the business, including product development. For content marketers, whose work directly shapes your company’s brand and reputation, this is essential to closing the loop on a successful conversation.

  • Strategies need to be consistent and actionable. Everybody has a lot of great ideas, but you can only do so much. If you don’t have the resources to execute on a strategy, it won’t work, regardless of how game-changing your idea may be. And you can’t expect success if you shift resources from a 12-month program four months in.

    Marketing strategies should be defined by a sequence of actionable tactics, each with success metrics and resource requirements. You may rely on third-party partners or develop internal resources, but in either case, you have to see the work through.

  • The buying journey is “messy,” so break it down into actionable parts. It’s tempting to focus only on opt-ins and qualification triggers, but the social conversation that leads to a prospect searching for your company and requesting a demo is just as critical.

    To clearly demonstrate the impact of the tactics that underlie your strategies, define a campaign’s success around its main purpose, either transactional or engagement. Analytics will help prove how the activities work together at the strategic level, but make sure each action you take has a clearly defined purpose.

Key Takeaways

What you will learn from Joe Martin’s episode?

  • How to communicate the value of marketing strategies to build buy-in from the entire company, from the CMO to Sales.
  • The importance of revisiting marketing metrics and identifiers on a regular basis, to guarantee the strategies you’ve laid out still sync with the business’ goals.
  • How to evaluate key partnerships to ensure they are an asset, and not a distraction, for the strategies you’ve set.

Guest Profile