Last month, I was interviewed by Bob Pritchard, host of The Bob Pritchard Radio Show, the number one business radio show in the world for entrepreneurs and business executives. This weekly show is broadcasted on VoiceAmerica Talk Radio Network, the leading producer, distributor, and online broadcaster of original live and on demand talk radio programming worldwide. The show is listened to by millions and is heard in more than 140 countries.

Bob and I discussed a full range of topics ranging from the difference between B2B and B2C marketing to the importance of a business model you believe in, to what has changed in the business world in the past 10 years.

With more than 40 years’ experience in marketing, communications, PR, media relations and entrepreneurship, I know how important it is for companies to consistently strive to expand their marketplace visibility, credibility and name recognition. While the tactics for accomplishing these goals have changed through the years, the necessity to do so hasn’t. If you don’t have a chance to listen to the full interview, I’ve compiled some of the key conversation points as well as some additional insights.

The Importance of a Marketing Plan

Bob Pritchard: Is it important for all businesses to engage a marketing communications firm? If you’re in B2B, should you have a firm representing you?

Gerri: I don’t know that you need a firm to represent you, but one of the biggest mistakes we see in companies is that they market without a marketing plan. Without a marketing plan, you don’t have a cohesive team and you don’t know when you’re successful. If people don’t know where you’re trying to go, they can’t help you to get there.

A cohesive marketing plan can make or break your marketing expenditures. Some requirements of a clear and actionable marketing plan include:

1. A clear vision and mission statement
2. Quantifiable goals
3. Strategies for reaching the goals (including a corporate distinction)
4. Tactics and marketing initiatives, programs and campaigns
5. Budget and inventory of available resources
6. Assignment of responsibilities with identifiable roles and objectives
7. Monitoring of the plan with clearly defined metrics and benchmarks to help determine success.

Three Questions to Become Customer-Centric

Gerri: For companies that don’t have a plan, we try to move them one step forward by asking them to think about three essentials:

1. At what frequency of contact do you want to communicate with your prospects and customers?
2. What are the messages you need to develop that address the challenges and interests of your target market?
3. What mediums are the best ways to structure your content and through which channels do you distribute?

Practical Advice for Young Entrepreneurs

Bob: I’m a young person and I’m starting up my own business and I’m selling B2B; what is the most important advice you can give me?

Gerri: Number one, do your research. Make sure you can identify a marketplace need. You don’t want to go off on a tangent or an idea that doesn’t have practical applications.

Starting out in business is a daunting task and marketing is just one facet. Take into consideration these points before diving in:

1. Identify your value proposition, the problem you aim to solve for customers and its real-world application.
2. Explore “what if” scenarios and run the numbers.
3. Continue education through research, mentorship, consultation and so forth.
4. Network to connect with other industry professionals, seek referrals or gain additional expertise.
5. Most importantly, create and implement and clear marketing plan.

Thanks to Bob Pritchard and Voice America Business for featuring Trade Press Services and Gerri Knilans. Don’t forget to listen to the entire episode of the radio show for many more insights, advice and expertise.