FROM THE EDITOR
One of Zig Ziglar's many contributions to the business world and society are his seven steps for successful goal setting: identification, benefits, obstacles, skills, people, and timelines. They are great for personal goal setting but can also be used to help us create better marketing plans. However, I recommend a slight modification.
Rather than focusing the “benefits” step on ourselves and our organization, what if we consider how our business goals would benefit our customers? Doing this in the early stages of developing our marketing plans helps us establish a trajectory for all our marketing activities including research, which products or services to promote, how to communicate their value to the buyer, and ad creation.
When marketing communications deliver poor results and fail to engage target audiences, it is often because we didn’t include our customers in our plans beyond their connection to a revenue goal. That sounds so simple and clear, but our B2B marketing material rarely includes much understanding of the buyers it is intended to attract.
In this edition of Follow Your Buyer, we unpack the art and science of planning with the buyer at the center. We hope you find it valuable.
By the way, does anyone else think that the Ted Lasso character may have been based on Zig Ziglar?
Chief Editor | Follow Your Buyer