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如何着手2012年营销计划

(2011-09-29 15:44:52)
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营销计划

销售线索

工业营销

globalspec

eto

杂谈

分类: 个人译文作品

Planning for 2012: How to Get Started

Is it already time to start planning your marketing strategy and programs for next year? Yes, it is. You’ll want to start 2012 in a strong competitive position, with plans in place and budgets approved — not scrambling to make decisions and feeling behind from the beginning.

Our annual two-part article series will help you evaluate your current marketing efforts, focus on your objectives for 2012, and choose the right programs to achieve your goals.

Start by analyzing the past
There’s a saying that those who don’t learn from history are doomed to repeat it. While you may be executing a successful marketing plan in 2011, you probably wish you had a few do-overs as well. Your first step in planning for next year is to evaluate this year. For each marketing program you implemented, perform the following analysis:

• How much did you invest? Think in terms of both program costs and labor resources.
• How targeted was the audience you reached? Did you connect with real prospects?
• For lead generation programs: How many qualified leads did you generate?
• For brand awareness programs: How many impressions did you make with your target audience?
• What was your return on investment? The answer to this question may be found in data, such as cost per qualified lead, or the answer could be in terms of meeting your objective, such as establishing relationships in new markets.

Some traditional marketing programs don’t lend themselves well to the above measurements. However, if you have been implementing online marketing programs, measurement metrics such as impressions, clicks, and conversions should be easy to come by.

Also, you may have implemented some programs this year simply because you’ve always used them in the past. Be wary of making marketing decisions based on habit or routine. The industrial market landscape has changed dramatically over the past few years and your customers and prospects have largely migrated online to search for components, products, suppliers, and services. You need a broad online presence to connect with them.

Engage your sales team
When planning for the next year, always engage your sales team and ask for their thoughts and ideas about your marketing efforts. At a time when virtually all companies know that sales and marketing efforts must be integrated, it’s surprising sometimes how little communication takes place between the two groups.

Here are some questions to ask your sales team:
• Are there particular marketing programs they believed delivered the best leads?
• Which marketing messages/offers resonate best with potential customers?
• What tools can marketing provide for them next year to help move prospects through their buy cycle?
• What objectives are they hearing about in the marketplace?

Get input from your sales team early and often, and if you rely on them to help identify lead sources or provide other data for marketing, they will be more apt to help you out.

Study industry trends
If you know industry trends, you can stay one step ahead when making marketing decisions. For example, according to the GlobalSpec Marketing Trends Survey, 49% of industrial marketers are spending at least one-third of their marketing budget online in 2011 and the majority of marketers are increasing the amount they invest in online marketing programs. In addition, for the first time, the majority of companies (57%) are using social media applications in 2011. If you want to connect with your audience in 2012, you should be increasing your presence online.

In addition, the GlobalSpec Industrial Indicator Survey shows that 52% of industrial companies report they are focused on improving quality, 47% on improving production efficiencies, and 46% on expanding into new markets. You may want to incorporate these trends into your marketing plans. For instance, plan to position your products to show how they can help customers improve quality or production efficiencies. Or plan to reach out to new markets in 2012.

Understand your company’s business plan
Your company is likely planning new initiatives for 2012, such as:

• New product launches or product updates
• Product retirements
• New partnerships or mergers
• Expansion into new geographic markets
• Expansion into new customer segments

Take note of these important business initiatives and put them on your marketing calendar. When allocating 2012 marketing investments, be sure to ramp up marketing around the timing of these initiatives.

Make a wish list
Forget budgets for a few minutes (it feels good, right?) and make a list of every marketing program you wish you could implement if you had no budgetary constraints. Write down the reasons why you’d want each program and how it would help you achieve your objectives. Then, rank every program on your list from the must-haves to the nice-to-haves. It’s also a good idea to make a list of marketing programs that didn’t achieve the level of success you’d expected.

This exercise will give you a broad view of all your marketing options. Then, when it comes time to put numbers against the programs, you’ll have a good tool for measuring each program’s value as it relates to your objectives, helping you determine whether you should fund it or not.

Next month, we’ll cover specific marketing programs and how they can support various objectives you are trying to meet in 2012.

译文:

                               如何着手2012年营销计划
现在是否已经到了要为来年制定营销策略和计划的时候了?是的。你也想在2012年处于较强的竞争优势下,制定合适的计划,准备足够的预算,而不是仓促的决定,让自己一开始就落后了一大截。
我们每年的两篇系列文章将帮你衡量当前的营销效果,关注2012年的目标,为你的目标挑选合适的方案。
从分析过去着手
俗话说:那些不从过去中吸取教训的人,必将重蹈覆辙。当你在执行2011年的营销计划时,你也希望尽量少的返工。为明年制定计划的第一步是衡量今年的效果。按下面的分析实施你的每一项营销计划:
• 你投资了多少?从方案开销和人力方面的花费。
• 你是怎样找到目标客户的?你是否在与真正的潜在客户联系。
• 从销售线索培养来看:你得到了多少高质量的销售线索。
•从建立品牌知名度来看:你在目标客户面前曝光了多少次?
•你的投资得到了多少回报?你可以从数据中找到问题的答案,例如每得到一个高质量的销售线索花费是多少,或者达成了你的几个目标,比如在新市场建立关系。
一些传统的营销方案无法用上述的衡量标准来衡量。然而,如果你一直使用在线营销方案,那么像曝光率、点击率和转化率这些衡量标准可以很容易地追踪到效果。
同样地,有些你今年正在执行的方案,只是因为过去你一直在使用它。别按照你的惯性或者例行公事,做出决定。工业市场现在较过去几年,已经有了很大的改变,你的很大一部分客户和潜在客户,已经开始使用网络搜索零部件,产品,供应商和服务。你需要广泛地线上曝光率,让他们与你联系。
和销售团队在一起讨论
当你在为来年做计划时,记得和销售团队一起讨论,征求他们对你营销计划的想法和意见。事实上,所有公司都知道每次制定计划的时候,销售和营销计划需要融为一体,但都会惊讶的发现,两个部门之间的沟通却很少。
下面是提问销售团队的问题:
• 他们是否有可以产生高质量销售线索的特定营销方案。
• 哪些营销信息或促销优惠在潜在客户中产生最好的反响。
•哪些营销工具是来年可以提供给销售,推动购买周期的潜在客户购买的。
•他们想要在市场上达到什么目标。
如果你要依靠他们辨别销售线索的来源,或者为营销提供其他数据,尽早地,经常地融入到销售团队的队伍中,他们会更愿意帮助你。
研究行业趋势
如果你了解行业趋势,你就可以在做决定前领先一步。例如,根据GlobalSpec营销趋势调查,显示49%的工业营销者2011年,花费了至少三分之一的预算在网络营销上,大部分市场营销者,正在增加他们网络营销的投资。除此之外,大部分的公司(57%)2011年第一次将社交媒体纳入营销方案中。如果你想要在2012年同你的客户联系,就应该增加你线上的曝光率。
此外,GlobalSpec工业指数调查显示,52%的工业公司注重提高质量,47%注重提高生产效率,46%注重开拓新市场。你或许想要将这些趋势并入营销计划中。例如,把你的产品定位在如何帮客户改善质量或提高生产效率上。或者计划推向2012年的新市场。
了解公司的经营计划
贵司可能想要制定如下的2012新计划
• 新产品发布或产品更新
• 淘汰的产品
• 新的合作伙伴或新并购
• 开拓新区域的市场
• 开拓新的客户群
将经营计划中的这些要点记下来,把他们列入你的营销日志中。当做2012的营销预算时,在经营计划的时间内加大营销力度。
列出预期列表
暂时忘记预算(这让你感觉很好吧,对不对?),在没有预算的约束下,你可以实施你想落实的每个营销方案。写下你要实施每个方案的原因,表明它如何帮你达成目标。然后,把每个方案按照从“必须”到“最好能实行”的顺序排列下来。同样地,将没达到预期效果的营销方案也列出来,也是一个好办法。
这一操作将给你选择营销方案提供广泛的意见。接下来,用数字评估这些方案与你的目标是否相符时,就有了衡量每个方案的工具,帮你决定是否要投资。下个月,我们将会谈到详细的营销方案,以及它们如何帮你达成2012的各种目标。
 

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