Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan.
Jennifer Dawkins, TREW Marketing VP of Account Services, has spent two decades crafting marketing plans for technical companies. In that time she's seen companies fall into some common traps when approaching planning, which leads to wasted budget, poor results, and a negative reflection on marketing as a whole. Being tactically driven, planning in a silo, and focusing on vanity metrics rather than business impact are among those typical mistakes marketers make.
During the episode, Jennifer walks through key elements of her marketing planning approach. She advises on what and how to analyze your current performance, the competitive landscape, and how to set meaningful goals. Persona development, a messaging audit, and campaign plans are all part of the marketing plan. Jennifer describes how she measures success and the importance of quarterly evaluation and plan update meetings with your core marketing committee.
We then shift gears to touch on trends for 2022, including tried-and-true tactics that are waning in effectiveness in addition to new areas of investment.
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