B2B Marketing Blog

close
Written by The Mezzanine Group
on June 09, 2011

As much as we try to plan in marketing, there are always new or unplanned opportunities that arise. A marketer needs to be adept at recognizing opportunities and knowing when to seize them.

Thinking strategically about your plan and ‘earmarking’ which tactics take precedence over others allows you the flexibility to seize these opportunities. For example, a client was recently invited to take part in a customer success story video by one of their vendors. The opportunity? We can leverage this video shoot to develop a video for the client by working with the vendor’s production company. It’s a win-win for all.

Most of us are planners – we like to have a thought-out implementation plan that is well-structured and that guides our activities on a weekly and monthly basis. However, if we are too rigid we close ourselves off and may miss something that could have made a great impact or be a perfect complement to a tactic already in the plan.

Be open. Be flexible. And be ready to push back non-priority tactics (if need be) when new opportunities emerge.

You may also like:

General Business B2B Marketing Strategy Business Growth

7 QUESTIONS ABOUT LISA’S NEW BOOK “WALKING ON THE MOON”

Mezzanine’s founder Lisa Shepherd has just released her third book called “Walking on the Moon”, a business fable about ...

Marketing Consulting Marketing Strategy and Planning General Business Marketing Tactics

Baseball to B2B Marketing: 3 Lessons on how to generate success

For fans of the Toronto Blue Jays, August 2015 was a month for the history books. And now they’ve won the series opener ...

General Business Marketing Tactics

How to strike the right balance between sales and marketing

Imagine we are back in 2011. You walk into your company’s HQ happy to hear the phones ringing and your sales team dilige...