That’s a question we hear a lot before we kick off projects with clients who have not done a lot of marketing in the past. We usually answer their question with a series of questions of our own, the first being, “How do you define ‘work?’ What are we trying to achieve with this marketing campaign? Brand awareness? Lead generation? Revenue growth?” All are worthy goals, but they all have their challenges, and some take longer than others to “work.”
A mistake many people make when they ask this question is that they have not truly defined their business goals. This mistake will hinder marketing quality because a good marketing strategy has to be aligned with a good business strategy. For example, if you want to grow revenue – most companies do – you must look at the current state of your business and then imagine where you want to be in the next three years. What will you need from marketing to make that imaginary scenario a reality?
Let’s classify some different levels of wins. Just keep in mind that every situation is different, but here is what we see commonly with our B2B clients.
Just because some of these tactics take longer than others, it doesn’t mean you shouldn’t be working on them now. I’m reminded of this adage: “The best time to plant a tree was 20 years ago. The second-best time to plant a tree is today.” A good marketing strategy looks to take advantage of quick wins while executing on mid-term tactics, all the while building positive brand associations. Only focusing on short-term tactics won’t generate long-term results.
Generating results with marketing can happen fast, but most companies who ask the question “How long does it take?” are often the ones that will require the most time to see ROI. I say this because they probably have not invested in their marketing strategy or many of the critical aspects of their marketing infrastructure that will be the keys to making their marketing “work.” But that’s OK. Taking your time in the beginning will help you go faster later.
If you want to talk about driving your revenue growth, BlueByrd is here to help. We can get your organization on the marketing fast track.
The #1 reason salespeople can’t close deals, according to buyers, is because the salesperson is not trusted or respected. In many interactions, buyers can easily sense a predetermined agenda from salespeople, leading to increased pressure and distance from the finish line. Finding a balance between the sales agenda and the buyer’s needs is crucial to foster authentic connections and bring that sale to closed won.
Reflection time is our favorite! This year has brought a whole host of new learnings for BlueByrd, as you can imagine for a business in year 4. Our team has expanded, been moved around, pushed the limits, said “no” to the things that don’t make sense, and has had tremendous growth. We’re so proud of our team for embracing change and learning new skills to support our clients in the best way possible.
Tell us a little about yourself and your business.