Another theme that’s often arises is marketing teams being driven to adopt tactics that may not necessarily prove effective for their business. For example, webinars can be a great way of engaging with your audience, raising your brand and profile within certain communities and building a wealth of content that can be distributed across multiple channels. However, they are not appropriate for all messaging and audiences.
If your organisation is trying to position itself as a market leader, perhaps some value-driven thought leadership would be more effective? Maybe consider a highly-targeted digital campaign?
When planning which tactics to use in your co-marketing plan, you need to make sure these support your brand and positioning in the market and are consistent with your marketing activities.
Our Minimum Viable Marketing™ approach allows you to quickly identify which tactics will be most valuable by experimenting and then removing, and/or improving, elements of your marketing plan that do not work as well as expected.
Marketing can be highly effective when structured as an integrated campaign, incorporating many different routes to market. The key point here is that each element of the plan must work together to increase momentum. A poorly executed tactical campaign will only serve as a distraction from core activities and yield below average results.
With over 20 years experience working with alliance partners, the Bright Innovation team understands the challenges involved when working with alliances, and some of the most common pitfalls made by organisations.
We have taken this experience and knowledge, and developed a set of services that enable our clients to overcome these challenges and build successful alliance relationships.