Planning for a digital future

By Rachael Crowe on

Hattrick’s contribution to the CMA’s programme was a two-part webinar series showing businesses how to conduct a factory reset of their best laid marketing plans. Walking the audience through a pragmatic end-to-end process that personalises, prioritises and future-proofs any and all sales and marketing outputs for targeted, lead generating outcomes

Part one tackles ‘How to find focus fast: Planning for a digital by default future’. [You can watch it on-demand here]

Finding focus when the world around you has changed irrevocably is a daunting task. But when everything settles – at least to some degree – there is an important window of opportunity for resilient B2B businesses to invest time and energy into strategic initiatives. Ensuring they’re in the strongest position possible to re-engage an equally resilient customer and prospect pool, as we all strive to switch from ‘survival’ into ‘renewed growth’ mode.

But there lies the challenge. Just as quickly as the world shut off to anything other than Covid-19 communications, we’ll all be clambering for cut-through at the same time. Your brand/product/service positioning at this point has never been more critical. Getting the balance right between being useful and inspirational is key and you can only do so if you know your customer, as much as most businesses think they do.

The truth is, the majority of organisations struggle to put themselves in their customers’ shoes.

Due to an over-reliance on structured data – facts, figures and algorithms – we marketeers have perhaps lost sight of the fact that profiling is all about people. Without overlaying machine learning with observation, intuition and inquisition you lose context. Data sets help us to see patterns of behaviours but they don’t help us to understand why these behaviours are occurring. We’re missing insight. In the absence of easy access to customers at this time, it may be that we reach out to fewer decision makers but gather more in-depth learnings. As we crave connection, you may well find customers and prospects more open to sharing their experiences. More willing – and able – to lend you their expertise for the longer term benefit of the supply chain

As you do so, try a subtle shift in mindset. Instead of thinking who is our target audience, think who are we trying to help? Staying true to this sentiment and planning with purpose will help you to find focus fast in these most challenging of times. Forging a way forward that will win the hearts, minds and, eventually, budgets of an understandably bewildered but cautiously optimistic customer base

For more information on how Hattrick can help businesses find focus fast visithttps://www.wearehattrick.com/planning


Watch the webinar here (replay)

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