When you're asked to create an email or organize an event, check if this will help achieve business goals. From marketing operations to strategy: choose the right instruments and set goals.

1. B2B MARKETING & COMMUNICATIONS
STRATEGY – OPERATIONS – TACTICS
CHOOSE WHAT’S RIGHT FOR THE CAUSE

2. Light at the end of the tunnel
Whenever somebody asks me for an event, email or
infographic, I show them this and ask them what they
really really want.
Usually it’s not the “thingy” they want, but new
contacts, share information or whatever.
If you can link the goal with the instrument and get
the KPI’s right (how much business do you think an
event or email will bring you), then you’ve got a
different discussion.
Lindy Dragstra - ITem Marketing - December 2015

3. Salestools:
- Prospectlists
- SalesKit
- Demo’s
- Bootstrapsvs
Marketing&Communicationsinstruments
CompanyPositioning,Branding,Profile,Housestyle
Leadgeneration:
-(E)DM
- (online)Events
- Co-opmarketing
Online:
- Website
- SocialMedia
- Blogs
- SEO/SEA
- Advertising
PublicRelations:
- Companyprofile
- Pressreleases
- Publications
- Whitepapers
Promotionalinfo:
- Leaflets/brochures
Goal: Become thought leader (or something else) in …
Timespan/KPI/€/#
Develop
services
Build channel Increase awareness Generate leadsBuild reputation Close deals
Other:
- Sponsoring

Visuals:
-Infographics
-Videos/animations
Lindy Dragstra - ITem Marketing - December 2015

4. Next steps
If you’re discussing the real goals, you can help by selecting
the right tools that will help achieve the objectives.
Set the targets, plan realistically (everything takes time!)
and don’t forget to keep “them” involved.
Don’t get carried away – keep linking all activities to your
existing strategy, programmes and activities. That’s the
only way to spend time, money and resources wisely.
Lindy Dragstra - ITem Marketing - December 2015