Evaluate Your B2B Marketing Strategy with 5 Simple Questions

One does not simply sit down and “evaluate a marketing strategy” over a cup of coffee. Or, does one? While evaluating the effectiveness of a B2B marketing strategy is serious business, we believe it should start with a straightforward approach. As such, we’ve put together 5 simple questions you or your marketing team can ask to get a good idea of how well your current marketing strategy is working. Think of this evaluation as a precursor to a strategy overhaul. Start with a high-level review of the goals laid out in your current strategy. Hopefully, your goals are clearly articulated and readily available to the team. It’s worthwhile to have report metrics handy as well if the goals are measurable. If your goal was to increase marketing-qualified sales leads by 50% year over year, did you achieve that? If your goal was to create a larger brand presence in your marketplace, has that happened? An effective B2B marketing plan uses multiple channels to reach a target market and drive leads. Knowing where leads are coming from is essential to understanding what role each channel plays in the lead attraction and nurturing process. Take a high-level look at where leads are coming from. Are they primarily Google searches (organic), AdWords (PPC), phone calls, tradeshow contacts, webinar attendees, or something else?