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HOW TO RUN A SUCCESSFUL B2B MARKETING BRAINSTORM
B2B marketing brainstorms can boom or bust based on the quality of your preparation and how well you engage participants.
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EVER BEEN IN A MARKETING BRAINSTORM THAT JUST
FELT PAINFUL…?
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BORED PARTICIPANTS. VAGUE BRIEF. RUBBISH
IDEAS. UNCLEAR OUTPUTS.
ZZ
Z
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USUALLY, BAD BRAINSTORMS ARE CAUSED BY LACK OF PREPARATION.
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There are three factors to consider when planning a marketing brainstorm:
RESEARCH ENGAGEMENTINPUT
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RESEARCH
The quality of the data, information and insights brought to the session.
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“ULTIMATELY, POOR DATA QUALITY IS LIKE DIRT ON THE WINDSHIELD. YOU MAY BE ABLE TO DRIVE FOR A LONG TIME WITH SLOWLY DEGRADING VISION, BUT AT SOME POINT, YOU EITHER HAVE TO STOP AND CLEAR THE WINDSHIELD OR RISK EVERYTHING.”
– Ken Orr, The Good, The Bad, and The Data Quality
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A WELL-ROUNDED B2B MARKETING BRAINSTORM SESSION STARTS WITH DATA, BUILDING A CONVERSATION AROUND PERFORMANCE TRENDS AND PATTERNS.
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THE MORE DATA YOU HAVE AVAILABLE, THE
MORE INFORMED YOUR DISCUSSIONS
WILL BE.
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USE ALL OF THE CHANNELS AVAILABLE TO YOU:
CUSTOMER DATA
WEBSITE ANALYTICS
FOCUS GROUPS AND SURVEYS
INDUSTRY RESEARCH
PAST MARKETING ACTIVITY
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RESEARCH SHOULD TAKE PLACE BEFORE THE SESSION, NOT DURING.
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The brainstorm is a chance to review the information and use it to spark ideas.
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ASK YOUR TEAM:
WHAT RESONATES WITH OUR
PERSONAS?
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ASK YOUR TEAM:
WHAT RESONATES WITH OUR
PERSONAS?
WHICH FORMATS WORK BEST FOR OUR AUDIENCE?
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ASK YOUR TEAM:
HOW CAN WE APPLY THAT TO THIS
CAMPAIGN?
WHAT RESONATES WITH OUR
PERSONAS?
WHICH FORMATS WORK BEST FOR OUR AUDIENCE?
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INPUT
The people you involve in the session and how they prepare for it.
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THINK CAREFULLY ABOUT THE GUEST LIST FOR YOUR PLANNING SESSION - INVOLVE AS MANY DIFFERENT VIEWPOINTS AS POSSIBLE, BEYOND THE MARKETING TEAM.
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WHO COULD ADD A DIFFERENT PERSPECTIVE, OR THINK ABOUT
THINGS IN A DIFFERENT WAY?
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Share information on lead quality,
behaviour and the sales process.
Share common enquiries, complaints and issues.
Align activity to product
features and benefits.
SALES PRODUCTCUSTOMER SERVICE
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CONSIDER INCLUDING YOUR EXISTING CUSTOMERS IN YOUR BRAINSTORM TO SHOW YOU A DIFFERENT ANGLE ON THINGS.
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EVERYONE SHOULD COME TO THE SESSION PREPARED WITH
DATA, INSIGHTS AND IDEAS FROM THEIR OWN AREA OF EXPERTISE.
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ENGAGEMENT
The levels of interaction and engagement from participants during the session.
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“IF THE MEETING IS RUN PROPERLY, EVERYONE FEELS AS THOUGH THEY ARE CONTRIBUTING TO WHAT THEY WILL BE WORKING ON IN THE FUTURE.”
– Scott Berkun, Author and Speaker
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EVERYONE IN YOUR B2B MARKETING BRAINSTORM SESSION HAS
SOMETHING TO CONTRIBUTE.
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THERE IS NO SUCH THING AS A BAD IDEA…
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There are definitely bad ideas… but there are
no worthless ideas!
THERE IS NO SUCH THING AS A BAD IDEA…
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EVEN THE MOST TERRIBLE IDEA COULD SPARK AN INTERESTING
CONVERSATION.
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INVITE EVERYONE TO SHARE THEIR IDEAS - NO MATTER HOW CRAZY -
AND MAKE SURE ALL INPUT IS VALUED.
Allow for the introverts and extroverts in your group – make sure everyone gets a chance to contribute.
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REMEMBER - WHAT YOU PUT IN TO A B2B MARKETING BRAINSTORM
DEFINES WHAT YOU GET OUT OF IT.
(Crap in, crap out, as our MD Alistair would say…)
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For successful brainstorms, invest time in preparing those three key elements:
RESEARCH ENGAGEMENTINPUT
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TURN YOUR MARKETING CAMPAIGN IDEAS INTO HIGH-PERFORMING REALITY
The brainstorm is only the start - find out how to build & optimise marketing campaigns that deliver performance
with our our foolproof 5-step methodology.
READ THE CMO’S DEFINITIVE GUIDE TO HIGH-PERFORMING PROMOTIONAL CAMPAIGNS
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