Commercial marketing to grow sponsorship revenue: opportunities and challenges

At a recent Marketing Leaders dinner hosted by MPG, I had the privilege of chairing a great discussion about something that has become a big deal for many B2B media/events organisations: commercial marketing.

What do we mean by ‘commercial marketing’? This is a broad term we use to describe the marketing that supports the generation and growth of commercial revenue i.e. revenue from sponsors, exhibitors and advertisers. Sometimes these types of customers are called ‘clients’ or ‘partners’.

The type of marketing that applies here is very different to marketing we use to attract ‘audience’ i.e. conference delegates, exhibition visitors, magazine readers or website visitors. Marketing to attract new audience members tends to be more transactional, requiring a very high volume of activity executed across multiple channels simultaneously – some manual, some automated.

The methodology needed for commercial marketing, on the other hand, is very similar to what is needed for high-value subscription or membership product marketing, which is akin also to SaaS product marketing. The main difference between commercial marketing for events and the SaaS businesses is that events have a hard deadline. Therefore, commercial marketing to attract event sponsors is much more time-bound, with a great sense of urgency required in marketing processes and execution, as well as marketing messages.

Why do we believe commercial marketing has become so much more important recently? We believe there are three reasons:

  1. As we emerge from Covid, there is a huge amount of opportunity, with large numbers of sponsors looking to invest significant sums again in live events. When automation is applied to commercial marketing, this opportunity can be fully exploited via automated lead generation, lead nurturing, and lead management techniques that can be deployed at scale.
  2. Sponsors have fallen out of the habit of sponsoring the same event every year. In other words, they are less loyal. Event organisers therefore need to use commercial marketing to convince sponsors that their events are the best investments of sponsorship budgets – with strong messaging and well-executed campaigns -.
  3. Many event organisers are concerned that delegate revenues won’t reach pre-Covid levels. With many digital alternatives now on offer, and travel becoming more expensive, delegates may be more price-sensitive than they were. So, sponsors need to make up the shortfall. (It remains to be seen if delegate revenues will recover well or not – the jury is still out on that one, and we expect it will be for some time to come.).

The above is based on MPG’s perspective from working with a variety of event organisers globally – mostly focused on conference-style events for senior executives. To get the perspective of these companies more directly, here are the ‘key takeaways’ from the Marketing Leaders discussion about commercial marketing:

 

Opportunities:

  • In the short-to-medium term, conference organisers are expecting sponsorship revenues to recover and grow much faster than delegate revenues.
  • ABM techniques can be used to great effect when targeting specific companies, to attract them as sponsors for events.
  • When approached at ‘brand level’ (i.e. sponsorship opportunities promoted across a range of products in a portfolio), commercial marketing can work very well in terms of economies of scale and synergies.
  • Commercial marketing tactics can be built into existing delegate customer journeys e.g. by adding a tick box to ‘agenda downloads’ for the downloader to indicate if they are interested in sponsorship.
  • Applying automation to commercial marketing can deliver great results. Automation should be built into lead generation, lead nurturing, lead management, and lead scoring – all to help the sponsorship sales people be more efficient by giving them better quality, warmer leads.
  • Building a dedicated, benefit-led messaging strategy for commercial marketing can significantly improve results. Strong collaboration between the sales people and marketers is essential to develop the most compelling and impactful messaging.
  • Building data-led performance reports for commercial marketing gives all stakeholders strong visibility of how investment in commercial marketing grows sponsorship revenue, increases conversion rates from lead to sale, increases average order value, and reduces length of sales cycles (i.e. making sponsorship sales more efficient).
  • Having a strong marketing and sales alignment – through commercial marketing and sponsorship sales working closely together towards the same goal – can turbo-charge revenue growth from sponsors.

 

Challenges:

  • Senior executives, including sales leaders, are often not aware of, or have limited knowledge of, the concept and workings of commercial marketing.
  • Sales people can often be quite skeptical about the value of marketing, and sometimes don’t pay attention to the leads generated by marketing – preferring to rather leverage existing relationships or source their own leads.
  • It is very difficult for marketers to work on both delegate marketing and commercial marketing as they are two very different types of marketing, with different methodologies and cadences. Also, marketers who are experienced in delegate marketing are typically not trained in, or able to do, commercial marketing very well. It may be necessary to separate out delegate marketing and commercial marketing, in terms of the allocation of marketing skills and resources.
  • Marketing databases are not set up well for commercial marketing campaigns. Often the data is missing from the database, so email campaigns to attract new sponsors to events are difficult to deploy.
  • A substandard marketing tech stack can stand in the way of effective commercial marketing, as automation is not possible and data doesn’t flow in the way it needs to for marketing and sales processes to be aligned, efficient and effective.
  • In order to build marketing performance reports, data has to be managed well. All sales people need to be logging in the CRM when leads are followed up and closed. This does not always happen, which means that it is not possible to accurately track, analyse, and report on the performance of commercial marketing or sponsorship sales.

Clearly there is a lot of opportunity to grow revenue fast via sponsors – as long as the right amount of attention and investment is given to building and maintaining commercial marketing capabilities. It is important to bear in mind that not all of these capabilities need be built inhouse – some external expertise and resources can be plugged into an events business to deliver great results in a scalable and repeatable manner.

As with all marketing initiatives, having a strong strategy and operational plan in place is essential for success – with good execution absolutely critical. It’s easy to talk about commercial marketing over a networking dinner, but it is quite another thing to do it well!

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A guide to advocacy and referral marketing

In a recent MPG blog, we covered why advocacy and referral marketing is so powerful, and how having an amplification strategy can help your business be more resilient and grow.

Team MPG have helped many clients efficiently and effectively accelerate growth by tapping into their strongest brand advocates and most loyal customers for referrals. Here we outline the 5 things you need to keep top of mind when creating and executing an advocacy and referral marketing strategy:

#1 Find the right people to help you ‘activate and amplify’

To identify the people or organisations most likely to be good advocates for your brand and/or products, carefully consider the value exchange: what is in it for them to refer you to one of their colleagues or respected peers? Think about what you can do to make it worth their while. 

Usually, the following types of advocates have something to gain by sharing your marketing messages and collateral with their relevant networks, thus advocating for you. Always remember: these advocates will help you reach large groups of relevant people who are not all on your database for emailing, or could be hard for you to reach and engage with by other means.

  • Media/association partners: research and identify the key publications, digital platforms and associations with subscribers, members, readers or communities that best fit the target audience you want to reach. Then, consider what you can offer to make it worth their while to advocate for you, e.g. a discount for readers, subscribers or members; or special access to additional value like an exclusive networking part of an event, or other high-value elements of your product. For example, you could offer a ‘premium’ product for the same price as a ‘standard’ product as a benefit for their own customers.
  • Advisory board members: if you don’t already have an advisory board, you should consider forming one! Individuals suitable for your advisory board should be carefully selected by you to provide valuable input on your overall strategy and value proposition. They would also typically have excellent and highly relevant ‘little black books’. By being an advisory board member, an individual should gain credibility and even stronger networks – so make sure you give your advisory board members these types of opportunities they would most value. In exchange, you should be able to tap into their growing and engaged professional networks.
  • Content contributors and event speakers: individuals who are respected in their industry as thought leaders are often keen to keep building their profiles and further strengthen their reputations by agreeing to speak at events, contribute to reports, and write articles and blogs for you. These individuals are likely to be some of your very best advocates. They are likely to actively promote to their networks the event or content they’re contributing to in order to raise their own profiles – and in so doing they provide powerful advocacy for your brand or product.
  • Sponsors/exhibitors: companies investing in your events and marketing solutions will probably be open to raising awareness of your brand/product to make the most of their sponsorship/exhibitor status. Your potential reach via their own customers and prospects is great! So work closely with them to help them see the value of advocating for you, and then leveraging their advocacy well.
  • Customers: people who have chosen to already spend money with you, register for your event, subscribe for your content, or give you their time and attention in some way, are probably your best salespeople! MPG has partnered with Ingo to help our clients create a powerful, automated referral engine via customers. To find out more about this – please get in touch.

When you successfully activate any of the above types of advocates, you are activating the most powerful marketing approach of all: WOM (word of mouth). And WOM in the digital and social age is more powerful, scalable, and important than ever!

 

#2 Help the messenger – make advocating easy

The easier you make it for your brand advocates to share their support for your brand/product, the more likely they are to do it! 

For advocates, create partner packs with ready-made assets such as web banners, images, video content, email copy/HTML or infographics, that are easy to access and share. The easier you make this for them, the more likely they are to advocate for you.

Consider using an automated referral marketing tool. This will enable very efficient and strong amplification of your messages, to very large audiences – so it is worth the investment (as long as the tools are deployed in the right way!). Get in touch to find out how MPG can help you do this.

 

#3 Quality over quantity

A common mistake is to sign up too many advocates to manage effectively. Putting the effort into developing a strong and mutually beneficial relationship takes time and effort. Make sure this is closely managed!

 

#4 Have clear agreements in place

This is most relevant for media or association partners, although you may consider including some advocacy or promotional activity into your speaker or sponsorship contracts, e.g. obliging them to share your content via social media. 

Once you’ve found the right partners and come to a mutually beneficial arrangement, make sure you both have a copy of a written agreement that clearly articulates the deliverables for both parties.

 

#5 Monitor effectiveness

As with all marketing channels, you should closely monitor the effectiveness of your advocacy and referral marketing efforts throughout the campaign. The relative performance of every advocate will help you determine which partnerships you want to renew and further invest in. There will be some that just don’t work at all, so make sure you know which ones they are, so you don’t keep pursuing them!

Understanding which of your supporters are generating the most leads or customers will also enable you to reward the most loyal and effective advocates, further enhancing their trust in your brand, and increasing the likelihood they will continue to advocate for you within their valuable network.


DOWNLOAD MPG’S ADVOCACY MARKETING PROCESS & KPIS

If activating advocacy and referral marketing is a strategic priority for business resilience and growth, get in touch. Team MPG’s marketers can help you attract and convert more of the right customers with a robust advocacy and referral marketing strategy, and followed by rigorous execution.

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Leveraging the power of advocacy to make your business more resilient

There has never been a fiercer battle for the time and attention of B2B audiences. As B2B offerings become ever-more digital, and B2B customers become smarter and more discerning in how they find the information they need, as well as peer networks they tap into to inform their decision-making, getting and holding the attention of your precious audience is not as simple as it used to be!

As the battle gets hotter, the noise grows – and so does the scepticism of the B2B buyers and their decision-making unit members, all of whom you’re trying to influence with your (expensive) marketing efforts.

So, how do you get ‘cut through’? How do you get on to the list of ‘daily reads’ and ‘must attends’? Just because you tell your audience that event is the largest and best, it doesn’t mean they will all believe you, especially if they have never attended your event before or never heard of you.

Human beings, especially with their professional hats on (i.e. in B2B settings) are a cynical species! And as brand trust becomes more important than ever, they look hard for reasons to trust you before they’re willing to get involved with your brand.

The viewpoints and actions of trusted colleagues, peers and community thought leaders have a huge influence on purchasing decisions. The individuals you are hoping to attract as customers will be watching and listening, to see what others they relate to and respect are doing and thinking.

Someone who is respected in their professional life, and who buys your subscription or registers for your event – and is seen to do so – immediately becomes an ‘advocate’ for you. Your very best salespeople are those who actively share their decision to become or remain your customer, or deliberately recommend your product to their network. They are also probably your cheapest sales people to ‘employ’ and motivate! (That’s not to say you shouldn’t also have salespeople – you just want to make their lives easier, and help them make more money for you, by getting others to warm up their targets first!)

Advocacy marketing, sometimes called referral marketing, is incredibly powerful. But, sadly, it is often not recognised and usually under-valued. Every marketer should have it as part of their toolkit!

Here are some specific ways in which advocacy marketing can help your business be more resilient at the very least – and at best, grow fast and far:

 

#1 Advocates extend your brand reach and build more brand awareness

LinkedIn alone has over 800 million users, with an average user having at least a few hundred connections. These connections are usually highly relevant, meaning anyone advocating for your brand via LinkedIn is reaching 100’s of people who could be your customers.

Other community platforms and social channels such as Guild, Twitter, and Facebook also give your advocates a platform to spread their views – and often these views will be about a specific brand or product/service.

Advocates also spread the word via email by forwarding on the best stuff you send them – so make sure you create emails people want to forward on!

 

#2 Activating advocates is a quick, easy and cost-effective way to find new customers

Your speakers, sponsors, exhibitors, and repeat customers have already bought into your brand and value proposition. You have a direct line to these people, so why not use it? With a bit of extra effort and very little financial cost, you can successfully encourage these people to spread the word.

 

#3 Advocacy increases loyalty with existing customers

Recommending a product to a friend reinforces the buying decision of the advocate, making the referrer think more about why they bought the product in the first place and how it’s adding value to their lives.

Where referral marketing programmes offer rewards and incentives that customers truly value, they also grow the trust the customer continues to place on their brand.

 

#4 You can semi-automate your advocacy efforts, so your reach via advocates can be huge at minimal effort and cost

In our next MPG Insights resource, we will be providing a practical guide to the methodology and tools to put into action to get great results from advocacy marketing. This will include some top tips about marketing automation tools that Team MPG deploys on behalf of our clients – to great effect.



So, make sure you subscribe to MPG Insights so that you get the next resource (and every resource after that!) as soon as it is released. 

And in the meantime, if you’d like to speak to MPG about how to tap into your valuable marketing resource of brand advocates to drive long-term, sustainable growth, please get in touch.

 


 

MPG’s marketing strategists provided us with clear direction on how to establish strong brand positioning. Having MPG as collaborative and creative marketing partners, who focused on delivering marketing assets that we could immediately put into action and gain ROI from, really helped us move forward as a business.

Alex Ayad, Managing Director & Founder, Outsmart Insight


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4 areas that need marketing focus for international growth

Senior executives from niche B2B media and events businesses recently came together to meet and share insights in a confidential space at the 2nd 2022 Renewd International roundtable. 

The hot topic of discussion was ‘lessons learned’ by event organisers when scaling beyond events. There was much to be said about how event organisers that had always relied almost solely on events in the past have been moving towards more digitalised offerings (accelerated over the last two years during Covid), including many instances where their in-person events have remained as their most important format.

To receive Renewd’s next newsletter where this article will be profiled, please join Renewd here – membership is free. 

Team MPG’s marketing strategists who participated in the discussions have highlighted the following four things that came out of the discussion that we think are particularly relevant for marketing:

#1 An event is an event, and should be marketed like an event

As your value proposition changes and becomes more digital (24/7/365), it’s important to ensure that when marketing an event (online, F2F or hybrid), you still use the tried and tested best practices that work to attract the required number of attendees – who fit the right profile.

As your most important marketing channel is your website, make sure you get this right – first and foremost! Even if your event is part of a community or membership offering, build a website for your event that is very well set up to promote the event. Event websites ‘all look the same’ to an extent – for good reason! The smart marketers who’ve chosen how they should look and work know that customer journeys for getting people to book on to an event need to work in a certain way.

#2 Customer journey mapping must be one of the first things you do

Every marketing strategy should incorporate a well-mapped out customer journey that will deliver ‘customer success’ i.e. the customer engaging well with your offering so they get the value they need.

If you’re not thinking about precisely how your customer will be buying and then consuming your products, you’ll inadvertently be putting barriers in their way.

If you want to encourage a customer to buy a membership before they buy an event – make sure all the marcomms in all your marketing channels make that clear in the right way, based on where they are in their level of engagement with you. 

If you want to encourage a customer who has bought a subscription or membership to attend an event, make sure you’ve thought about – and planned – how the customer will be led towards your event and convinced to buy a ticket. If members don’t attend events, they’re less likely to be getting the value from the membership and less likely to renew.

Important note for marketers where events are part of a membership: just because a customer has purchased a membership that includes an event, doesn’t mean they’ll turn up to the event! You still need to market and sell the event to them as if they were paying, as they still need to give up their time and attention to the event, and for F2F events they will also need to take time out of the office, and often buy plane tickets and hotel accommodation. 

#3 Data and analytics are critically important

Creating virtual events, geo-cloning existing events or creating subscription or membership offerings are good ways to expand internationally and ensure strong, monetisable engagement 24/7/365. To make these successful you need your data and analytics set up in a way that gives you deep insights from your analytics and a healthy, growing database to enable sustainable international growth. These include: 

  • Customer insights surfaced by analytics: deep analytics that provide customer insights are essential for successful product development, and also for relevant, impactful marketing.
  • A growing, well maintained database: to grow your customer base across a range of products and internationally, you need a growing database – especially as buyers of your membership or subscription products may not mirror buyers of your events. Ongoing inbound marketing and well managed, compliant data acquisition and management processes are essential to attract, engage and convert the right kinds of customers in the right volumes.

If you underinvest in your analytics and data, you won’t be able to scale – domestically or internationally. It’s that simple.

#4 A well set up martech stack is essential if you want to scale

Having a good tech infrastructure with the right integrations, automations and data flows means your marketing, sales and customer services people can work efficiently and have more impact. 

Making sure tech does more of the work, means marketers in particular can spend more time on strategic, value creating activities that will drive growth. Far too many marketers spend a large amount of their time wrestling with platforms and systems that do not allow for efficient processes. When they’re spending their time on this wasteful and unnecessary kind of activity – just because the right tech is not in place, has not been set up properly or is not being used properly – the whole business suffers.

If your tech is not set up well, your marketers will not have the time or headspace to create and execute strategies that will enable international growth. 

The companies that invest well in fit-for-purpose marketing channels, systems, processes, data and analytics – along with the required marketing skills plugged into these – tend to achieve strong and sustainable growth of any kind, including international growth. 

Whether you’re focused on growing F2F events, digital events, subscriptions or membership offerings, without strong marketing, your business will really struggle to grow. 

 


 

I was very impressed with the marketing strategy MPG developed for Environment Analyst. The level of thinking that went into this strategy and how it was delivered has created great value for our business. My marketing manager and I now look forward to working with MPG to execute great marketing together.

Julian Rose, Director & Co-Founder, Environment Analyst

 


 

Do you need help defining a marketing strategy that supports your international growth?

MPG’s marketing strategists have a wealth of experience and expertise in developing high impact marketing strategies that drive growth and deliver strong ROI for B2B brands. Get in touch to find out how we can help you build a robust marketing strategy that consistently delivers against business objectives.

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Build a resilient marketing function: start with your most important marketing channel

As the pandemic rages on, challenges and opportunities continue to emerge for B2B media and events businesses.

From Team MPG’s vantage point, it is clear that the most resilient businesses, and those that have started growing again, have certain characteristics – including: a belief in the strategic importance of marketing – shared by the whole senior leadership team; a strong understanding of what good marketing looks like and should be expected to achieve; and a commitment to invest well in marketing for sustainable growth. 

This was the focus of Helen Coetzee’s blog published on 1st January: In 2022, the most resilient organisations will have relevant and resilient marketing. In this article, Helen highlights specific areas that require focus and investment for building relevance and resilience into your marketing – and therefore into your whole organisation. 

One of these specific areas is your website, or more specifically, the website or web pages that serve the purpose of marketing your brand, value proposition and products.

The companies that have invested heavily in building high performance marketing websites, are standing out as resilient and winning organisations at this time. 

And by ‘high performance websites’, we’re not just referring to a beautifully designed ‘look and feel’ for your site – which is usually the calling card of slick creative and digital agencies very good at selling their sizzle (and making things look nice). A well designed, nice-to-look at website is an absolute must, but far too many organisations we talk to have fallen in to the trap of spending a fortune with a ‘shiny’ agency (confusing style with substance…) on a website that just looks lovely, but doesn’t actually work in terms of:

(1) Optimised customer journeys in the front end – to acquire more customers and generate more revenue, and
(2) Back-end/CMS functionality that makes the website practical and efficient (and viable!) for marketers to manage in the manner required for the website to work well within a content-led, integrated marcomms approach.

There is a very specific, specialised set of functionality requirements that B2B media/events businesses need built into their marketing websites that can be very poorly understood by many business leaders (and often their marketers too), and by the too many agencies trusted with this kind of work.

These specific functionality requirements are focused on the extremely important role your website serves as the hub of all your marketing efforts. If you want to be a resilient and growing business, your website needs to do all the following – really well:

  1. Positioning: host impactful messaging – in words, pictures and sometimes video and/or audio – that positions your brand and value you deliver in exactly the right way. For this you need a strong messaging strategy.
    See: Build a winning messaging strategy: a step-by-step guide
  2. Conversion rate optimisation (CRO): have well structured navigation and CTAs that draw customers through your marketing funnel – getting them to share their data, become a customer, and also share your content.
    See: 4 Things you should do for a high performance website
  3. SEO: use relevant messaging, content and good UX to organically attract relevant people from search engines – to then become exposed to your positioning and converted to engaged prospects, customers and advocates.

A well-optimised site attracts the right visitors, in required and sustainable volumes, and clearly communicates your value proposition – which is more important now than ever to cut through all the noise on digital channels. 

Remember that your website is the hub of all your marketing activity. Every time you post on social media, run a PPC campaign, or send an email campaign – you should be pushing relevant people to your website so that they become visitors, engaged audience members prospects, and customers. 

If your website is not in the best shape possible, all of your other marketing channels will be much less effective than they should be. There is almost no point deploying any other marketing channels (especially PPC!) until you have a website in place that looks great, and works exactly as it should in terms of functionality needed to deliver customers and revenue to your business.

Next week we will share a practical guide to building a high performance website. Subscribe to MPG Insights to get notified when the next article is published.

And in the meantime, if you’d like to speak to an MPG website expert about how to optimise the site you have, or build a brand new, high performance website – please get in touch. Team MPG includes website designers, developers and website project managers who have a deep understanding of B2B media/events business models and marketing. We know how your website needs to work to grow your customer base and your revenues. Read more about MPG’s website design and development services.


MPG provided excellent design and functionality recommendations for our website – helping us immediately put into action initiatives that would help us gain more customers and move forward as a business.

Alex Ayad, Founder & CEO, Outsmart Insight


 

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In 2022, the most resilient organisations will have relevant and resilient marketing

Along with the exciting opportunities for innovation and digital transformation that many leaders have successfully embraced, the pandemic continues to throw new challenges at B2B media and event businesses.

Once again, event organisers face issues around live events. Even those who have been able to very successfully grow their digital revenue streams over the past 18 months are immensely frustrated they cannot bring their customers together in-person. Those brave souls who have proceeded to safely host some face-to-face gatherings for their valued community members, in the midst of a pandemic, have found these ‘in real life’ experiences to be most powerful and energising.

To keep moving forward positively, senior executives should focus on building resilience into every part of their organisation.

From a marketing perspective, organisational resilience can be further strengthened by more relevance.

Marketing is all about getting close to your customers and successfully communicating to them the relevance of your value proposition. In the B2B world, this is about focusing – with precision – on the specific individuals within specific organisations who will find your value proposition highly relevant (This is of course assuming you have already achieved a strong enough product-market fit to make what you’re offering worth your target customers’ attention, time, and money. If you don’t have the product-market fit right yet, this should be your focus to strengthen organisational resilience – regardless of pandemics! No amount of marketing can successfully monetise the wrong product…).

Getting close to customers is first and foremost about listening. Listening to what they care about, what their pain points are, what motivates them, and what they need in order to get their jobs done well – right now, and in the near future. 

If you are listening properly to your customers, and responding to their needs with the most relevant products and the most relevant marketing, your organisation will be more resilient. Why? Because your customers will give you their attention and their time, again and again – no matter whether you are delivering your products online or in-person.

When you have your customers’ attention over an extended period of time – regardless of format – they should be engaged enough with your brand for you to monetise them well. And, if you can prove you can monetise your customers consistently, profitably and with economies of scale, you have a very good reason to pursue scale. Hence MPG’s mantra since the start of the pandemic: engage, monetise, scale. Building brands as community platforms is only possible if you follow this Engage – Monetise – Scale model.

A marketing strategy that focuses on engagement – anchored in relevance – will make your marketing more resilient. This, in turn, will make your whole organisation more resilient.

Here are four things we believe are fundamental to building relevance and resilience into your marketing – and therefore into your whole organisation:

#1: Investment in customer insight: ongoing analysis on what your customers say and do. 

Via a set of dashboards, make sure your marketers are constantly monitoring how customers are engaging with your products and your marketing campaigns. Ask your marketers to look for and highlight trends in the data to spark questions to ask your customers about the content, networking opportunities, formats and experiences they find most relevant and valuable, and why. Data your marketers should be able to interrogate should also validate and enhance the answers your customers give you. 

If your marketers are focused on customer insight, your marketing – and your whole organisation – will be more relevant and more resilient.

#2: Specific, clearly defined marketing objectives – fully lined up behind your business goals.

Using evidence-based insight on your customers to guide you, insist on marketing objectives that are realistic, achievable, and – most importantly – focused on achieving your commercial goals. Make sure the decisions you make about marketing investments are based on these objectives, and that your marketers are tracking and sharing results and progress with your stakeholders, along with insights and plans to improve performance over time. 

If you keep your marketers focused on what is most important, your marketing – and your whole organisation – will be more relevant and more resilient.

#3: Smart, focused investment in your marketing website and your marketing database.

The website you use to attract and communicate with customers is by far your most important marketing tool. And the data you hold on your customers is by far your most important marketing asset. Sadly, these very often receive low levels of investment, or a great deal of money and time is wasted if they are mismanaged.

Decisions you make and actions you take to invest in your marketing website and your marketing database should be focused on achieving your marketing objectives (see #2 above) and your commercial goals (see #1 above).

Far too often, websites and databases are high-jacked or poorly led by a (usually well-meaning) senior executive with very little knowledge of marketing, or a mostly tactical inhouse marketing team, or – the worst scenario of all – a smooth talking agency with good sales people who are good at ‘selling the sizzle’, but who have no real regard for the success of your organisation, and therefore the ‘sizzle’ fails to deliver.

Your organisation will be more resilient if you have both a strong marketing website and good marketing database – led and managed by people who know what they’re doing, care about your organisation’s goals, and understand your marketing objectives.

#4: A flexible and agile marketing function with the right skills, strong leadership, good management, and the motivation to contribute to the success of your organisation.

With virtual working now the norm, the world is your oyster when it comes to finding the best marketing skills to form a resilient, flexible and agile marketing function. This can be achieved with a combination of inhouse resources, complimented with specialist, expert consultants and agencies – all well managed to collaborate, create powerful synergies and deliver great results.

Marketing requires a vast array of skills that can be brought together to deliver quite outstanding outcomes, as long as you’re willing to treat marketing as an investment and not a cost – and step away from a traditional and inflexible inhouse team, and/or a ‘known’ agency that may be consistently underperforming.

A resilient and relevant marketing function can be built if you are prepared to think differently, consider all your options, invest well, and set up, manage and continually support a highly collaborative, hybrid marketing team.

If you have highly skilled marketers working for you, no matter where they are based, and whether in-house or external (ideally a combination of both) – your marketing and your organisation will be more relevant and more resilient.

To achieve more resilience, keep an eye on MPG Insights over the coming weeks. We will be publishing a series of helpful guides on how to build a more relevant and resilient marketing function (and therefore a more resilient organisation!).

So, if you have not already signed up to MPG Insights – now is a good time! Subscribe here to get an email every time we publish a new blog or resource like this one.