Making an effective B2B marketing plan inevitably begins with defining your goals. Without an objective, it is Lebanon Email List to carry them out. So how do you properly define your goals for your B2B marketing plan? Here are the steps to follow. I remember one of my first Marketing Manager positions. In my contract, it was noted that my objective was to “significantly increase the turnover” of the company. At the time, too young, I did not tick. When it came time for me to make my marketing plan, I quickly realized that I was missing something: specific goals. I went to see my manager asking him for more specific goals.

He got carried away by telling me that what was written in my contract was very clear. Naturally, this collaboration ended badly. We were both frustrated: him by the lack of results, me by the lack of visibility. Since then, I no longer start a collaboration with a client without having defined specific objectives, SMART objectives. What are good goals for a B2B marketing plan? Good goals are goals specific enough that you can determine what actions to take and how far to get there. We are talking about SMART goals. A SMART goal – Intelligent in French – is a goal that is Specific, Measurable, Achievable, Realistic, and Time-bound. If I take the objective that was given to me in the intro, it has none of that.

Your goals are your road map

A good goal would have been for example: to increase turnover by 20% within 24 months. A successful marketing plan means objectives aligned with the salesperson. The modern B2B buyer requires you to collaborate with the sales department. However, the marketing department and the sales department are not natively wired to collaborate together. Oftentimes, the marketing department works for the medium / long term while the sales department is under the pressure of short-term goals. The sales department often does not know what the marketing department is doing, and the reverse is also true. However, the B2B buyer now wishes to carry out their purchasing thinking on their own and at their own pace.


He wants to have a clear idea of ​​his problem and the solution he needs before talking to a salesperson. Marketing must therefore grab the buyer’s attention on the Internet to generate qualified and mature leads that the sales department will convert. In this situation, marketing and sales alignment is a major issue in B2B. And that goes through the definition of complementary objectives. How to define the objectives for your B2B marketing plan? You will see, it is very simple. You just need to start from the revenue target. Imagine that your company’s goal is to achieve 1 million more sales this year compared to last year. You know that your average basket is 10,000 euros.

Do you see the difference?

So sales reps have to sign 100 more customers. Your sales representatives must therefore sign around 9 new customers per month. By taking their average conversion rate, you can now determine how many prospects they need to talk to. And that’s where you come in. Remember: your marketing plan should allow you to generate enough qualified and mature leads for sales reps to sign up as customers. Let’s imagine that the conversion rate of your sales representatives is 9%: they must meet 100 prospects in order to sign 9. In other words, you must generate 100 leads each month for your salespeople to sign the 9 monthly customers necessary to reach the turnover objectives.

If your salespeople are not solicited when creating your B2B marketing plan, it is obvious that it will not hold up. Build the Perfect B2B Marketing Plan by Switching to Inbound Marketing: You can now go further by taking the visitor/lead conversion rate of your website to determine the number of visitors you need to reach each month to generate the 100 leads defined previously. In summary, To set SMART goals and make an effective B2B marketing plan, you need to determine the number of visitors you need to attract each month to generate the volume of leads needed for sales reps to sign the new customers needed to reach the goal. of turnover. Easy no?

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