How to run a successful B2B marketing brainstorm

HOW TO RUN A SUCCESSFUL B2B MARKETING BRAINSTORM

B2B marketing brainstorms can boom or bust based on the quality of your preparation and how well you engage participants.

EVER BEEN IN A MARKETING BRAINSTORM THAT JUST

FELT PAINFUL…?

BORED PARTICIPANTS. VAGUE BRIEF. RUBBISH

IDEAS. UNCLEAR OUTPUTS.

ZZ

Z

USUALLY, BAD BRAINSTORMS ARE CAUSED BY LACK OF PREPARATION.

There are three factors to consider when planning a marketing brainstorm:

RESEARCH ENGAGEMENTINPUT

RESEARCH

The quality of the data, information and insights brought to the session.

“ULTIMATELY, POOR DATA QUALITY IS LIKE DIRT ON THE WINDSHIELD. YOU MAY BE ABLE TO DRIVE FOR A LONG TIME WITH SLOWLY DEGRADING VISION, BUT AT SOME POINT, YOU EITHER HAVE TO STOP AND CLEAR THE WINDSHIELD OR RISK EVERYTHING.”

– Ken Orr, The Good, The Bad, and The Data Quality

A WELL-ROUNDED B2B MARKETING BRAINSTORM SESSION STARTS WITH DATA, BUILDING A CONVERSATION AROUND PERFORMANCE TRENDS AND PATTERNS.

THE MORE DATA YOU HAVE AVAILABLE, THE

MORE INFORMED YOUR DISCUSSIONS

WILL BE.

USE ALL OF THE CHANNELS AVAILABLE TO YOU:

CUSTOMER DATA

WEBSITE ANALYTICS

FOCUS GROUPS AND SURVEYS

INDUSTRY RESEARCH

PAST MARKETING ACTIVITY

RESEARCH SHOULD TAKE PLACE BEFORE THE SESSION, NOT DURING.

The brainstorm is a chance to review the information and use it to spark ideas.

ASK YOUR TEAM:

WHAT RESONATES WITH OUR

PERSONAS?

ASK YOUR TEAM:

WHAT RESONATES WITH OUR

PERSONAS?

WHICH FORMATS WORK BEST FOR OUR AUDIENCE?

ASK YOUR TEAM:

HOW CAN WE APPLY THAT TO THIS

CAMPAIGN?

WHAT RESONATES WITH OUR

PERSONAS?

WHICH FORMATS WORK BEST FOR OUR AUDIENCE?

INPUT

The people you involve in the session and how they prepare for it.

THINK CAREFULLY ABOUT THE GUEST LIST FOR YOUR PLANNING SESSION - INVOLVE AS MANY DIFFERENT VIEWPOINTS AS POSSIBLE, BEYOND THE MARKETING TEAM.

WHO COULD ADD A DIFFERENT PERSPECTIVE, OR THINK ABOUT

THINGS IN A DIFFERENT WAY?

Share information on lead quality,

behaviour and the sales process.

Share common enquiries, complaints and issues.

Align activity to product

features and benefits.

SALES PRODUCTCUSTOMER SERVICE

CONSIDER INCLUDING YOUR EXISTING CUSTOMERS IN YOUR BRAINSTORM TO SHOW YOU A DIFFERENT ANGLE ON THINGS.

EVERYONE SHOULD COME TO THE SESSION PREPARED WITH

DATA, INSIGHTS AND IDEAS FROM THEIR OWN AREA OF EXPERTISE.

ENGAGEMENT

The levels of interaction and engagement from participants during the session.

“IF THE MEETING IS RUN PROPERLY, EVERYONE FEELS AS THOUGH THEY ARE CONTRIBUTING TO WHAT THEY WILL BE WORKING ON IN THE FUTURE.”

– Scott Berkun, Author and Speaker

EVERYONE IN YOUR B2B MARKETING BRAINSTORM SESSION HAS

SOMETHING TO CONTRIBUTE.

THERE IS NO SUCH THING AS A BAD IDEA…

There are definitely bad ideas… but there are

no worthless ideas!

THERE IS NO SUCH THING AS A BAD IDEA…

EVEN THE MOST TERRIBLE IDEA COULD SPARK AN INTERESTING

CONVERSATION.

INVITE EVERYONE TO SHARE THEIR IDEAS - NO MATTER HOW CRAZY -

AND MAKE SURE ALL INPUT IS VALUED.

Allow for the introverts and extroverts in your group – make sure everyone gets a chance to contribute.

REMEMBER - WHAT YOU PUT IN TO A B2B MARKETING BRAINSTORM

DEFINES WHAT YOU GET OUT OF IT.

(Crap in, crap out, as our MD Alistair would say…)

For successful brainstorms, invest time in preparing those three key elements:

RESEARCH ENGAGEMENTINPUT

TURN YOUR MARKETING CAMPAIGN IDEAS INTO HIGH-PERFORMING REALITY

The brainstorm is only the start - find out how to build & optimise marketing campaigns that deliver performance

with our our foolproof 5-step methodology.

READ THE CMO’S DEFINITIVE GUIDE TO HIGH-PERFORMING PROMOTIONAL CAMPAIGNS

ACCESS NOW