Does it feel like you need to invent your marketing message every time you start a marketing action?
Do you feel like your remote marketing teams do not understand what messaging to put in their marketing actions?
And how do you make your messaging consistent across all channels, at all times?
That can be a challenging task…
Changing marketing dynamics and exploding expectations
Compared to a few years ago, marketing has becoming increasingly complex as a result of the exploding number of sales and marketing channels that need to be managed. Marketers need to go from one-way conversations to two-way dialogue with integrated channel activity.
Operational tools that help marketers
In order to successfully manage these changing dynamics and expectations, marketers now must have tools that enable them to:
- Communicate their brand messaging consistently across channels, regions and maybe also different business units;
- Collaborate with internal and external partners through effective scheduling, time and resource management;
- Integrate all campaigns and initiatives into a common strategy, and
- Provide clear reporting and visibility so that sales and senior management and all stakeholders are clearly aware of how projects are delivering versus corporate goals.
There exist many tools on the market, ranging from very simple but adequate project planning tools for small teams like milestoneplanner.com or basecamp.com, towards full fledge marketing resource management tools (see this Gartner Magic Quadrant of 2012 for the most important players). And I am not even talking about the exploding array of marketing automation vendors.
(I am not affiliated with any of these vendors).
But if you are the one responsible to develop communication campaigns or lead generation campaigns, these strategic plans won’t tell you how to translate these elements into tangible messaging which you can use in your marketing activities.