Use a Top Down Approach in B2B Marketing
Categorized in: B2B Digital Marketing
When it comes to digital marketing, no matter what is going on, it can be a good thing to take a top-down approach. Although leadership, such as the president or CEO, might have nothing to do with marketing, on some level, they need to still be in the loop. This approach makes it so much easier for marketing to align on key business objectives.
Besides, not taking a to-down approach, and leaving leadership out of the loop, can cause serious complications later on. Leadership needs to be on board, even if they aren’t directly involved. Here’s more information about why this is so important:
Encourages Strategic Alignment
When leadership and marketing are aligned, magic happens. This is because marketing thrives when aligned on B2B business objectives. That, technically, is what marketing really should be used for. Marketing is responsible for getting the word out about the business so that the business can thrive. Without knowing what the goals are, it makes it more difficult for this to occur.
Once the broad goals are known, marketing can get to work creating a strategy that will help them happen. Consider the company’s goals to be a bit of a North Star. Everyone should work to follow the star in order for the outcome to happen, and this includes marketing.
Creates a Sense of Focus
What happens when everyone is aligned on goals? This creates a sense of focus that will make marketing’s actions more meaningful. By taking a top-down approach and becoming knowledgeable about the business’s objectives, this gives marketing a chance to make its actions meaningful. Without this clear sense of purpose and focus, many of marketing’s activities could be a waste.
There is a big difference, for example, between posting content that you think might work for your audience, and positing content that comes from a list of well thought out topics that were aligned with the business objectives. Having a sense of focus gives the actions purpose.
Helps in Leveraging Data
Another way that a top-down approach works so well is because those who take this approach are more likely to leverage data to make decisions about marketing. After all, when asked to justify marketing’s actions, upper-level leadership loves to be in the loop relative to the data itself. Not only is data a measure of how a marketing strategy is performing, but it can also highlight opportunities for changes and growth. Data can also uncover new opportunities.
Once you start operating marketing in this way by making data driven decisions, it’s hard to imagine a world where data isn’t considered. It is something that can really boost the effectiveness, especially relative to overall goals.
As you can see, taking a top-down approach to marketing can really boost its relevance and performance within a B2B organization. Besides, when leadership is on board, it makes things so much easier for the marketing department. It gives marketing a chance to keep things transparent with the rest of the company.
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