Full-Funnel B2B Marketing Show Episode 10. How to create a B2B marketing strategy with Kieran Flanagan
Dec 27, 2018
35:01
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How would you create a marketing plan if you are starting from scratch and have a limited budget?
No matter, you are joining a startup or get the position of VP of marketing at an enterprise company, this question will appear in your agenda since Day 1.
3 years ago Kieran Flanagan joined the Hubspot team to help them get out from the traffic plateau.
Here is a step by step process Kieran used.
1. Develop ICP and understand the customer journey
2. Run competitors analysis to figure out acquisition channels
3. Set up strategical goals where you want to be at the end of the year
4. Understand what skills and roles (your team) you need to achieve these goals
5. Set up north star metric (NSM)
6. Analyze historical traffic and acquisition data
6. Set up several experiments aligning them around NSM and using max 2 channels until you excel them or reach traffic/acquisition plateau
7. Be flexible and adjust your marketing plan every month according to the results you get
Recently I had a conversation with Kieran where discussed the exact process he uses to develop a B2B marketing strategy including marketing plan and budget management.
Kieran's blog: https://www.kieranflanagan.io
Hubspot Marketing blog: https://blog.hubspot.com/marketing
How would you create a marketing plan if you are starting from scratch and have a limited budget?
No matter, you are joining a startup or get the position of VP of marketing at an enterprise company, this question will appear in your agenda since Day 1.
3 years ago Kieran Flanagan joined the Hubspot team to help them get out from the traffic plateau.
Here is a step by step process Kieran used.
1. Develop ICP and understand the customer journey
2. Run competitors analysis to figure out acquisition channels
3. Set up strategical goals where you want to be at the end of the year
4. Understand what skills and roles (your team) you need to achieve these goals
5. Set up north star metric (NSM)
6. Analyze historical traffic and acquisition data
6. Set up several experiments aligning them around NSM and using max 2 channels until you excel them or reach traffic/acquisition plateau
7. Be flexible and adjust your marketing plan every month according to the results you get
Recently I had a conversation with Kieran where discussed the exact process he uses to develop a B2B marketing strategy including marketing plan and budget management.
Kieran's blog: https://www.kieranflanagan.io
Hubspot Marketing blog: https://blog.hubspot.com/marketing