Suppose B2B Marketing companies and leaders are tasked to create a digital marketing plan to support digital marketing initiatives and growth initiatives. In that case, almost everyone thinks about how their team can get there or achieve it.
Almost all organizations have grown digital capabilities organically as challenges or opportunities arise. One should also assess the digital marketing requirements to get there. Having a strategic approach to digital allows you a broader consideration of teams, processes, skills, and technologies to determine the most effective plan.
If marketing capabilities are the solid foundation we must work on, then digital is the scaffolding around the building as we move our competencies up to build to the next level. Here are three essential steps for marketers to accelerate digital within their organizations.
1. Assess Your Business Objectives Of Digital Transformation Or Change
The first step is defining your initiative objective and how marketing can help you achieve the busy goals you have laid out in the company. Everyone should be on the same page to have a strong structure.
Consider transformations like how you interact and present the company to the market, how you work as a company, and who you are. This defines your objectives and what you want to put out to your potential buyers.
2. Identify Required Marketing Capabilities
After assessing the company's digital marketing capabilities, decision heads can start to identify the digital capabilities required for marketing to successfully achieve the goals and plan a solid foundation to deliver value to the business. The company can understand the current capabilities and what needs to be improved by doing so.
3. Define the Company’s Marketing Competencies
Competencies like core B2B principles, processes, models, and best practices should be shared across the marketing team to have a consistent marketing approach. There can be role-specific competencies that your company can have that range from fundamental knowledge, skills, and processes to intermediate ones like best practices to enable marketers to quickly achieve the desired productivity level to advanced and specialized competencies that are developed when specific circumstances arise.
Having solid digital marketing capabilities would ensure the completion of the company's goals. It would be right on track with its marketing approach.
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