Marketing Plans

Why Marketing Plans Don’t Work


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MarketingPlans Should Start with the Buyer’s Needs … Not Yours I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of writing and revisions, only to be filed away in some dusty online folder. The reason marketing plans don’t get implemented is that they are focused on what you want to achieve. In fact, countless articles and templates for marketing planning suggest that you start with your goals, obstacles, and objectives. While these are certainly critical components, I don’t see how marketers could possibly expect anything built around internal needs could withstand exposure to the pressures of new priorities, ideas and people. What do your buyers want? While marketers often try to include market data and audience profiles in their plans, if you look closely you’ll see the plan says nothing about what your buyers want to know during their journey or where they go for this information. Thus, the actual content of marketing deliverables is left to the imagination of the team that is doing the work. It should be no surprise that depending on where the work originates, the content differs dramatically. Even more costly is the team’s guesswork about how to deliver the content, which has much more to do with your preferences than the buyers’.

A more rational and sustainable approach to planning begins with clarity about what affects your buyers’ decisions (and just as critically, what doesn’t matter to your buyer). It might feel like cheating, but what if you knew the buyers’ true story about everything they did, and every question they asked, as they went through their awareness, consideration and decision process? Now your marketing plan could be based on the information buyers are seeking and actual insight into how buyers decide that a competitor’s solution (or the status quo) is better suited to their needs. Read more

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