Estás elaborando un plan de marketing B2B. ¿Cómo puede la retroalimentación ayudarte a alcanzar el éxito?

This article discusses the importance of external feedback into your marketing plan, but feedback must go beyond customer feedback, market analysis, and survey research. You must develop your plan with consideration of sales, product, customer support, finance, and the CEO. If the marketing plan is not created and aligned in consideration of other internal stakeholders, it is doomed to fail. So, consistently request and seek internal feedback and your efforts will be better supported and integrated to achieve overall company goals

Feedback is a cornerstone of any effective B2B marketing strategy. As a B2B Marketer with over 12 years of experience, I’ve learned that leveraging client and stakeholder feedback is crucial for optimising our value propositions and ensuring message-market fit, ultimately driving higher conversion rates. Sales and support teams provide actionable insights that help us align our go-to-market strategy with real-world demand. Additionally, implementing iterative feedback loops within the marketing team enables agile optimisation of campaigns, ensuring we stay ahead of the curve and achieve sustained ROI.

Feedback is the key to achieving success in B2B marketing planning. When you’re deep into planning or strategizing, it’s easy to overlook details or become too focused on one aspect. That’s where fresh perspectives are invaluable. Seek feedback and opinions from colleagues, clients, and experts in your network. Conduct thorough research to gain a well-rounded view. Engage directly with your intended audience. Use surveys and polls to gather insights from relevant groups. This approach will keep you on track, refine your strategy, and ensure your plan truly resonates with your audience.

In B2B marketing, feedback is the heartbeat of your strategy. It provides real-world insights into how your efforts resonate with your clients and the market. By actively seeking out and valuing feedback, you can uncover the nuances of client experiences, preferences, and pain points. This understanding allows you to tailor your offerings and communication in a way that not only meets but anticipates client needs. In essence, feedback transforms marketing from a monologue into a dialogue—ensuring that your strategy is responsive, relevant, and effective.

My marketing plans always had collection of customer voice as a first step in process. Remember the plan is built for customers so capturing their voice, feedback, pain points are of paramount importance. Capturing customer feedback may it be in person feedbac or online channels to gather these critical insights is a must Prework before conceptualizing your strategic plan. I have effectively used online surveys, targeted telemarketing calls and also sought support from sales colleagues to gather in person insights. In addition to this, leverage CRM and other digital tools to interpret customer feedback or existing challenges &also their expectations. Active listening to customers should be regular practice & not limited to times of planning

Collecting feedback is not just about gathering data; it’s about gathering the right data through the right channels. Whether through direct interviews, client surveys, or digital analytics, the goal is to capture a comprehensive view of how your audience interacts with your marketing initiatives. By analyzing these insights, you can identify patterns and trends that inform data-driven decisions. This shifts your strategy from being assumption-based to insight-driven, making it more aligned with client expectations and market realities.

One thing I find helpful. In B2B marketing, feedback is the heartbeat of your strategy. It provides real-world insights into how your efforts resonate with your clients and the market. By actively seeking out and valuing feedback, you can uncover the nuances of client experiences, preferences, and pain points.

Practice which I followed is to gather customer voices via couple of channels. Firstly, regular round the year collection of customer preferences, purchase patterns, engagements act as big resource for primary screening. Followed by this, time to time customer surveys aimed to collect specific details helps in understanding your scorecard vis a vis customer preferences &user experience. I have gathered most critical insights by short Customer allegiance & preference surveys with rating options helping benchmark products/services vis a vis competition. Make these survey forms short, specific, primarily objective type except one descriptive question where customers can pen their inputs in details. Decipher these insights to build your plan.

Utilize surveys, feedback forms, and analytics tools to collect data on campaign performance and customer satisfaction. Analyze this data to identify trends and areas for optimization.

Coincido en que establecer canales efectivos para recopilar comentarios es vital, pero es esencial también diversificar estos canales para obtener una visión más holística. Por ejemplo, además de las encuestas y entrevistas, se podrían implementar herramientas de análisis de emociones en redes sociales y plataformas de comunicación empresarial. Estas herramientas pueden captar el sentimiento general y la percepción de los clientes en tiempo real, ofreciendo una capa adicional de comprensión que los métodos tradicionales podrían pasar por alto.

After implementing comes testing. Surely, if you got and idea about the exact enhancement from specific customer, ask him to test and share if that's how the idea sould've been implemented.

once I receive feedback from my client, I will implement the necessary changes to my marketing plan. Following these adjustments, I will test the revised plan and compare the new results with the previous outcomes to assess its effectiveness. For instance, when collaborating with business developers, I generate leads and pass them along for further evaluation. Their feedback on the quality and qualification of these leads is essential in determining whether my marketing strategy is on the right track.

Use your insights to implement adjustments to your plan. When you share changes with the client, be sure to call out how their feedback helped improve your strategy.

Based on feedback and data analysis, make necessary adjustments to your marketing strategy. Be open to experimentation and continuous improvement.

Actuar en base a la retroalimentación es crucial, pero otro aspecto a considerar es la priorización de estas implementaciones. No todas las sugerencias tienen el mismo impacto, por lo que es necesario establecer un sistema para evaluar el valor potencial de cada cambio. Propongo la implementación de un "Impact-Effort Matrix" para identificar y priorizar aquellas modificaciones que ofrecen el mayor valor con un esfuerzo razonable, garantizando que los recursos se utilicen de la manera más eficiente posible.

Track the impact of changes made based on feedback. Use key performance indicators (KPIs) to measure the effectiveness of your revised strategies.

Don't let yourself drown in conflicting feedbacks. If seomeone is against a new feedback-based feature, score their portrait to see if they really fit the ICP.

Estoy de acuerdo en que la medición del impacto es fundamental para entender el valor de los cambios realizados. Sin embargo, añadiría que es importante realizar mediciones tanto cuantitativas como cualitativas. Mientras que el aumento en ventas o el número de leads son indicadores claros, también deberíamos medir la satisfacción del cliente y la percepción de la marca post-implementación. Esto se puede hacer mediante encuestas de seguimiento y análisis de la interacción en redes sociales, lo que ofrecerá una visión más completa del impacto de los cambios.

Blend quantitative feedback, such as survey results and performance metrics, with qualitative insights, like customer comments, to assess the effectiveness of your marketing initiatives and refine strategies to optimize ROI.

Foster a culture of feedback within your team. Encourage open communication and make it a priority to learn from both positive and negative feedback.

Feedback comes in many forms - customer surveys, data, internal feedback - and it can change your priorities and strategy on the go. Be flexible, a marketing plan is not set in stone. Some points that help with gathering continuous feedback for improvement include: - Monitor KPI progress. Adjust expenditure if necessary to boost a channel or action. - Reiterate campaign actions - is your team suddenly overwhelmed or you now lack funds to perform a proper promotion? Change the plan. - Market changes - are your competitor strategies changing? Is your market shifting? You guessed it - change the plan. Listen to the feedback you receive, no plan is perfect, this is a process.

La mejora continua es, sin duda, clave para mantenerse competitivo en el entorno B2B. Una idea adicional sería establecer "think tanks" internos y externos que reúnan a empleados y clientes clave en sesiones periódicas para debatir sobre mejoras constantes. Esta iniciativa no solo facilita la generación de ideas innovadoras sino que también crea un ambiente de colaboración constante, integrando a los clientes como socios activos en la evolución de la estrategia de marketing.

Create a safe and supportive environment where team members feel comfortable sharing their thoughts and ideas. Encourage constructive feedback and reward open communication.

Crear una cultura de retroalimentación es esencial, pero añadiría que esta cultura debe ser inclusiva y extendida a todos los niveles de la organización. Esto significa que no solo los equipos de marketing deben estar involucrados en recibir y actuar sobre la retroalimentación, sino también los departamentos de ventas, soporte al cliente y producto. Cuando toda la organización está alineada en torno a la importancia del feedback, se genera una cultura empresarial más cohesionada y orientada hacia el cliente.

Involve people early on. For example, if you're using the OKR system to help you meet specific objectives on a company level, you can break down the objective on a team level and then on a quarterly level. Define the objective, but let people develop their key results. This way, they won't have excuses at the end of the quarter/year, and they'll feel involved in the process since they chose their way of contributing to the company's and team's success.