Is your marketing strategy keeping pace with the evolving needs of your business and customers? Many B2B companies find themselves facing this question, especially during stages of high growth or transition. A 90-day marketing roadmap can provide the momentum needed to drive meaningful change.
Partnering with a fractional marketing consultant can be particularly beneficial during this process.
Hiring a consultant with the right expertise can help you create effective marketing strategies without committing to hiring a full-time executive.
So what should this transformation look like and what is the process? Let’s look at the main stages of the change and how to get your company ready to succeed.
What to Expect in a 90-Day Marketing Transformation
Month 1: Discovery and Quick Wins
The first phase of the transformation involves a thorough audit of your current marketing efforts. This includes analyzing your website, content, social media presence, email campaigns, and more. The goal is to identify strengths, weaknesses, and opportunities for improvement.
It’s also important to not lose sight of immediate needs. The marketing team needs to keep focus on high-value initiatives and campaigns. An experienced marketing advisor can help the team balance short-term goals with the 90-day transformation project.
What to Expect:
- Comprehensive Audit: Detailed analysis of your marketing assets to understand what is and isn’t working.
- Competitor Assessment: Evaluating the competitive landscape to understand your position in the market, identify key competitors, and analyze their strengths and weaknesses. This will help in crafting strategies that differentiate your brand and capitalize on market opportunities.
- Stakeholder Engagement: Conducting interviews and workshops with key stakeholders to gather insights and refine messaging.
- Identifying Low-Hanging Fruit: Identifying places to make quick improvements, like improving current content or refining ongoing campaigns.
Month 2: Plan & Build
Once you know what you’re good at and where you can improve, the focus turns to sharpening your message and making sure your marketing goals match your business goals.
This phase involves creating a detailed marketing plan that outlines key initiatives, priorities, and timelines for success.
What to Expect:
- Messaging Refinement: Developing a compelling value proposition and consistent messaging that resonates with your target audience.
- Strategic Alignment: Facilitating workshops and planning sessions to ensure marketing strategies support broader business objectives.
- Identifying Key Initiatives and Priorities: Collaborating with stakeholders to determine the most impactful marketing initiatives that will help you reach your goals.
- Tactical Execution: Continue to optimize and implement quick wins.
Month 3: Refine and Accelerate
Once you have a solid foundation, it’s time to finish your marketing plan and expand on what’s working.
What to Expect:
- Marketing Strategy: The creation of a thorough marketing plan for the next six months is crucial. It should cover your goals, target audience, competitive landscape, key messages, marketing channels, initiatives, and budget. Make sure to set measurable goals and timelines to monitor progress.
- 6-Month Roadmap: This plan will direct your marketing for the next 6 months. It will cover important tasks, campaign themes, content calendars, and success measures for continued progress.
- Scaling Successful Campaigns: Expanding successful campaigns from the first two months to reach your target audience.
How to Prepare for a 90-Day Marketing Transformation
Getting ready for a 90-day marketing makeover is important to make sure your business gets the most out of this focused effort.
A fractional marketing consultant can help you plan and prepare for your marketing needs, providing guidance and support when necessary.
Here are key steps to take:
1. Set Clear Objectives
Define specific, measurable goals for your transformation. Whether it’s increasing lead generation, improving brand awareness, or boosting conversion rates, having clear objectives will guide your efforts and provide benchmarks for success.
2. Assemble the Right Team and Resources
Identify the skills and resources needed for a successful transformation. Key stakeholders should be assigned from the executive team, sales and marketing. These resources will need to participate in workshops, provide feedback along the way and provide discovery information as requested. A fractional consultant will help guide you on the right resources and can help fill in gaps on the marketing team with third-party resources, if needed.
3. Gather Data and Insights
Collect and analyze relevant data, including historical performance metrics, customer feedback, and competitive analysis. This information will help identify areas for improvement and opportunities for growth. If you lack the necessary tools or expertise for comprehensive data analysis, your consultant can recommend appropriate solutions.
4. Communicate with Stakeholders
Engage key stakeholders early in the process to ensure alignment and buy-in. This includes executives, sales teams, and product managers. Clear communication and collaboration will facilitate a smoother transformation and ensure everyone is working towards common goals.
5. Prepare for Change
Recognize that this process will require flexibility and adaptability. Be ready to make quick decisions, pivot strategies, and embrace new approaches.
Encourage new ideas and feedback to help your team adapt easily.
6. Define Success Metrics
Establish key performance indicators (KPIs) that align with your objectives. These metrics will help you track progress and make data-driven adjustments throughout the transformation. Your fractional consultant can provide insights on industry-standard metrics and help tailor them to your specific goals.
Conclusion
A 90-day marketing transformation can be a game-changer for B2B companies looking to elevate their marketing efforts and drive growth. By understanding what to expect and how to prepare, you can set the stage for a successful transformation that delivers tangible results.
A fractional marketing consultant can provide valuable guidance and resources throughout this process, helping you navigate challenges and capitalize on opportunities.
Are you ready to transform your marketing strategy and take your business to new heights? Contact me to schedule a 30 minute call to discuss your needs.
