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132 - Prepare for Future Disruptions with a Marketing Continuity Plan

B2B Marketing and More With Pam Didner

Release Date: 06/04/2020

142 - ft. Michael Brenner: Marketing in the Age of Disruption show art 142 - ft. Michael Brenner: Marketing in the Age of Disruption

B2B Marketing and More With Pam Didner

Today I have a special, special, special guest. It’s a very good friend, Michael Brenner. And he's a CMO influencer, motivational speaker. You have to check him out!  Also, he owns the Marketing Insider Group.  And I use that website quite a bit, actually. There's a lot of useful contents regarding content marketing, search marketing. So anything digital marketing related. So welcome Michael.   Michael Brenner: Yeah, Pam. It's great to be here. Thanks for having me. Pam Didner: Am I loud enough? Michael Brenner: No, you're perfect. You're perfect.   Pam Didner: So, 2020...

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141 - ft. Jeff Coyle: AI-Based Content Management with Market Muse show art 141 - ft. Jeff Coyle: AI-Based Content Management with Market Muse

B2B Marketing and More With Pam Didner

Today I have a very special guest: Jeff Coyle. I'm not going to tell you why he does. I'm going to have him tell his story and we will be talking about AI-based content management tool and let's get started.   So welcome, Jeff! So happy to have you on my show. Why don't you tell everybody, who you are and what you do? I know you have awesome, awesome product. And I have seen the demo in the past and I loved it. I can't afford it, but I love it.   Jeff Coyle: Well maybe we'll talk about that today too. I'm Jeff Coyle. I'm the co founder and Chief Product Officer for Market Muse and a...

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140 - SOLO: Does My B2B Company Need a Sales Enablement Team? show art 140 - SOLO: Does My B2B Company Need a Sales Enablement Team?

B2B Marketing and More With Pam Didner

Hello, everyone! A listener, Ron, sent me a question. He asked me, “Hey, my company doesn't have sales enablement group. Do we need one?” Well, Ron, that's a great question. The need of sales enablement really depends on your sales team and who is doing what to support sales. Chances are, I would say that you already have sales enablement type of functions in your company, but it's really not called sales enablement. Does that make sense? Probably it's part of sales, operations, it's part of marketing or it's part of the product marketing team. They are jobs being done, but it's just not...

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139 - ft. Priscilla McKinney: Social Selling show art 139 - ft. Priscilla McKinney: Social Selling

B2B Marketing and More With Pam Didner

I have a special treat for you today. So rather than listen to me talking, I invited a special guest to join us. Priscilla McKinney, founder of Little Bird Marketing and joining us from Galena, Kansas.    Pam: So there's one thing before we get started, I want to have a chat with you about. I love your LinkedIn title. It says Annoying Truth Teller Powered by My Husband's Homemade Bread. So, you know, I don't really care about the truth teller part (laughs). You know, I really care about the homemade bread! So talk to us a little bit about your, I don't know, your husband's baking...

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138 - SOLO: Strong Digital Marketing is About Processes and Automation show art 138 - SOLO: Strong Digital Marketing is About Processes and Automation

B2B Marketing and More With Pam Didner

A big hello from Portland, Oregon. I interviewed Neal Schaffer on my past week’s podcast. What do you think? Like I said, I am planning to juxtapose the episodes of me talking for 7 minutes at a time with guest interviews. Just want to try something new.   If there are guests that you want to hear from, please send me a quick email at and add the questions you want to ask them. This way, I get a chance to meet new people and you get your questions answered. #winwin I am more than happy to do all the logistics to reach out.   For today, I want to talk about a topic that is not...

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137 - ft. Neal Schaffer: Should Influencer Marketing Be Part of Your Marketing Mix show art 137 - ft. Neal Schaffer: Should Influencer Marketing Be Part of Your Marketing Mix

B2B Marketing and More With Pam Didner

I interviewed Neal Schaffer who is a social media and influencer marketing expert.  Neal recently published his fourth book, The Age of Influence. He is already thinking about his fifth book! #Amazing Here is the quick summary of the podcast: Neal shared the definition of influencer marketing. It's about social media users who have built a community around publishing content frequently about a specific topic. Over time, these users build a certain level of following. With many people having much to say, it also creates a democratization of information in recent years. He also touches on...

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136 - SOLO: Business Benefits of Taking a Break show art 136 - SOLO: Business Benefits of Taking a Break

B2B Marketing and More With Pam Didner

Hello from Portland, Oregon! During the pandemic, many people turn to podcasting or video recording as a creative outlet. I, on the other hand, moved inward and started to focus on my mind and my emotions. I haven't completely shut down or gone off grid. I still work on my client projects. I continued to get on Zoom for business and the personal gatherings. I still create content, but only limited to my monthly webinars and the pre-committed speaking engagements. To manage my emotion and my stress, I made an intentional effort not to worry too much, even though the business has been down. But...

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135 - SOLO: An Example of How to Cultivate Strategic Thinking show art 135 - SOLO: An Example of How to Cultivate Strategic Thinking

B2B Marketing and More With Pam Didner

Hello, everyone. Back in October 2019, I recorded a podcast episode. Episode 107: How to Cultivate and Expand Your Strategic Thinking. What I want to do today is to share with you an example of what I did with a client to help her explore more ideas to expand her team’s charter and scope which is one way to help her think differently and drive strategic conversation with VP of her group.   So let’s do a quick review in terms of what I shared with you in EP 107 on how to cultivate strategic thinking. There are a couple thing I mentioned--3 points, if you will.   Think from the...

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134 - A Reminder That You Are Not Alone show art 134 - A Reminder That You Are Not Alone

B2B Marketing and More With Pam Didner

A big hello from Portland, Oregon. I want to talk about something totally different this week. I’ve been going through a lot of changes lately on both the business and the personal levels. Well, all of us are going through a lot of changes. Heck, our country is going through massive change to try to co-exist with COVID-19 safely, and even on how to reform our policing structure after recent protests.   All of us are stressed in our own way. If you have a job and your company is doing well, your managers are asking you to take on more. If you have a job and your company is not doing...

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133 - What is Sales Enablement Planning? show art 133 - What is Sales Enablement Planning?

B2B Marketing and More With Pam Didner

I received an interesting question the other day: “Hey Pam, what is your approach of creating a sales enablement plan?”   Great question. I actually have a workshop on how to create a scalable global content marketing plan. So there are some similarities between creating a marketing plan and a sales enablement plan. The bottom line is certain kind of element, or what I call “the skeleton” of the plans stays the same. So let’s talk about this a little but more.   The first thing I want to get clear is the purpose and the audience of the plan. This is something you should...

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More Episodes

Hello, welcome to another episode of B2B Marketing and More. Last week, I said that I had one marketing takeaway from the pandemic. Well, I actually have two.

 

Let’s talk about what I said last week. I shared that it’s important to update your marketing plan when the economy is opening up. This time around, it’s important to re-evaluate your customer’s behavior changes, understand what behavior changes are permanent, and how they affect customers’ buying decisions and the usage of your products and services. Use that insight to update your buyer personas.

 

Another element which goes side-by-side with buyer personas is your messaging frameworks. Since the customers’ behaviors have changed, you need to review your messaging frameworks and determine if the value propositions, talking points, positioning need to be changed accordingly.

 

In the previous podcast, my key marketing takeaway was that you need to refresh and update your buyer personas and messaging frameworks before revising your marketing plan.

 

So here’s another takeaway that I want to address in this episode is the need of building a marketing continuity plan. We’ve heard of a Business Continuity Plan.

 

So, what is a Business Continuity Plan? I like this definition from IBM’s website.

“A business continuity plan (BCP) is a document that outlines how a business will continue operating during an uncertain disruption in service.”

In the IBM’s blog post, it goes on to explain:

“It’s more comprehensive than a disaster recovery plan and contains contingencies for business processes, assets, human resources and business partners – every aspect of the business that might be affected.”

That sounds complicated!

 

If we have a Business Continuity Plan for our company, why shouldn’t we have a Marketing Continuity Plan?

So, naturally following the definition above, I crafted a definition for a Marketing Continuity Plan.

“A marketing continuity plan is a document that outlines how marketing will continue operating during a sudden disruption in service.

The plan should address every aspect of marketing that might be affected. The plan should contain a checklist to evaluate creative, copy, and communications in owned, earned, paid, and social media channels. It should also include key decision-makers and representatives from each marketing function. And a frequent huddle will be activated for the duration of a crisis.”

Do you like that definition? I like it very much! Of course, I created it!

 

During the pandemic, many marketing teams started a daily marketing huddle to ensure close communications. Key players or representatives from management, social media, PR, email, paid media, product marketing, web, content, demand gen, or data analytics work together to address any urgent issues.

 

The initial daily huddles tended to last for hours since many issues needed to be addressed at first. The team would discuss the current issues of the day, such as:

  • Share what social media content is going out?
  • Discuss currently running ads and proposed replacement ads
  • Brainstorm creative outreach
  • Modify talking points or messaging
  • Review data analytics to see what worked or didn’t work
  • Address “help needed” from team members at the tactical or execution level
  • Communicate key initiatives and adjusted priorities 

 

And over time, the number of issues declined, and meeting times could be reduced to 15 or 30 minutes.

 

Here is what you can do if you have a daily huddle. Take the time to observe what you did and document it. Answer the following questions

  • What were the key topics addressed during the crisis?
  • How did the team reach certain decisions?
  • What data was needed to make these decisions?
  • Who were the decision-makers?
  • What help was needed at the tactical and execution level?
  • What templates worked the best to communicate with upper management or to convey tactical information?
  • How did we decide on budget allocation?

 

You can turn it—your whole process during the pandemic--into the documented marketing playbook for crisis management, which is the marketing version of a Business Continuity Plan.

 

Viola, now you have a documented process to help marketing move forward and faster next time. Well, let’s hope there is no next time.

 

If you need help creating a Marketing Continuity Plan, please reach out. On several occasions, I’ve worked with clients to modify their existing marketing processes and help document actionable marketing continuity plans so that they could focus on important priorities such as creative, marketing planning and outbound executions.

 

Again, if you have any questions, reach out to me via pamdidner.com

 

As you venture out, please continue to stay safe and healthy.

Talk to you next time, take care.