b2b marketing self-diagnostic tool

The ideas and information expressed in this presentation are the Intellectual Property of Andrew + Selikoff Partners © 2015

TAKE THIS SIMPLE 10-QUESTION SELF-DIAGNOSTIC

What’s Your B2B Marketing Capability?


Keep Your Score: Yes = 1 No= 0


1. Does your firm have a written Marketing Plan?

Most B2B firms don’t have a written Marketing Plan.

Yes No

Does your firm have a written marketing plan?


If it’s not written down, it’s not a Plan.

The best Plans are simple, and should address: Why is our firm better /

different? What do we stand for? What do we want to achieve? How will we achieve those goals? What will it cost? Who is responsible? How will we know it’s working?


2. Are tactics connected to business results?

Most B2B firms apply a hodge-podge of marketing tactics.

Yes No


Are marketing tactics connected to business outcomes?


Tactics must be associated with outcomes

Most marketing tactics are not associated with tangible business outcomes, including: Lead generation, client

creation & retention, revenue growth, cross-selling, sales cycle duration, etc.

Your Marketing Plan should identify those “connections.”


3. Do you maintain a robust database/CRM?

Your database of target audiences (clients, prospects, referral sources, etc.) must be inclusive, current and accessible.

Yes No



Do you maintain a robust database/CRM system?


Database/CRM is the foundation

Essential item: email address. Most B2B firms do not need a complex CRM system. Content is of no value unless

you have the ability to merchandise it by sending it directly to clients, prospects, and influencers.


4. Do you communicate directly & quarterly?

Consistent top-of-mind awareness exponentially increases your chances of making the shortlist of candidates.

Yes No




Do you connect directly and quarterly?


Consistency breeds opportunity

Sales cycles vary, making it critical to remind audiences of your firm’s value proposition.

Direct contact on a quarterly basis is most effective.


5. Do you know what the market thinks of you?

Build your marketing strategy around marketplace realities.

Yes No





Do you know what the market thinks of you?


Knowledge is power

Your B2B firm must understand: What current and former clients think

of you What decision-makers at prospective

clients know of you What online and offline information is

helping or hurting you

Base your marketing tactics and core messaging on market intelligence.


6. Do you educate, rather than promote?

Showcase your firm’s intellectual capital in a non-self-serving manner to build credibility.

Yes No






Do you educate, rather than promote?


Help your prospects to make decisions

Allow prospects to draw their own conclusions regarding your value proposition.

Address the “What’s in This for Me” factor.


Earned media (publicity) is a powerful endorsement of your brand and its values.

Yes No







Do you generate earned media (publicity) exposure?

7. Do you generate earned media exposure?


Merchandising trust

Implied 3rd party endorsements from respected, objective sources of information.

Confirms and reinforces firm’s value proposition.

Publicity = tool generation. To deliver practical value, it must be integrated into the marketing strategy and merchandised accordingly.


8. Do you leverage analytics?

Analytics tied closely to marketing tactics enable midstream course-corrections and greater ROI.

Yes No








Do you leverage analytics?


It’s more than website traffic…

Effective marketers track only what leads to business outcomes – traffic, leads, sales, and impact on brand recognition and intent to purchase.

Email, social media, Web traffic, and events (both online and offline) must be factored into results reporting.

The goal is to identify where conversions are happening and to support those activities.


9. Is your online content optimized?

In addition to including keyword-rich headlines and paragraphs, content should reinforce your brand values to drive conversions.

Yes No









Is your online content optimized?


9. Is you online content optimized?

Content marketing is more than keywords, headlines and tags. Do you: Ensure there is a clear call to action? Understand what customers want to do at each step

of the sales process? Make it easy to share? Endorse?

Your content marketing must support your overall marketing strategy, reinforcing your position and building trust in your brand.


10. Is marketing aligned with sales strategy?

Metrics, analytics and KPIs must align as well as goals.

Yes No









Is your online content optimized?

Is marketing aligned with sales strategy?


10. Is marketing aligned with sales strategy?

Sales and marketing must agree on the story they are telling (and all of its iterations.)

Marketing must teach sales how the tools it creates

make it easier to sell at each stage (from demand generation, to sales support, to proposal generation.)

The goal for both: Less time spent on qualifying, more time spent closing.


What Was Your Score?

Yes = 1 No = 0


What Your Score Means

1 – 5 = Seriously Deficient 5 – 8 = Missing Significant Opportunities 8 – 10 = Likely to be Successful


Want to Improve Your B2B Marketing Capability?

The ideas and information expressed in this presentation are the

Intellectual Property of Andrew + Selikoff Partners © 2015

Gordon G. Andrew [email protected] Mobile. 609-987-0200 Lauren S. Selikoff [email protected] Mobile. 862-216-6520

mailto:[email protected]

mailto:[email protected]