An Easy Way to Prioritize Your B2B or SaaS Marketing Options

Marketing is a buffet oozing with options.

But it’s also about making hard choices and decisions.

You can’t be all things to all people or take a shotgun approach to marketing.

Here’s a simple way to establish priorities.

Write down all the marketing channels that could be used.

Don’t hold back. We’re talking about anything possible.

Then, rank each channel based on three criteria:
• Cost: 1 = expensive, 5 = inexpensive
• Effort: 1 = hard, 5 = easy
• Expected ROI: 1 = low, 5 = high.

Then, tabulate the scores for each channel.

The ideal score is 15; it’s inexpensive, doesn’t require much effort, and has a sky-high ROI. Wouldn’t that be nice!

At the other end of the spectrum, 3 is marketing that’s expensive, hard to do and has low ROI. Not the best recipe.

Focus on a few channels that rank the highest, probably in the 9 to 12 range.

Admittedly, it’s not a perfect system.

But it boils down the ocean and provides guidance on your marketing priorities.

For companies looking to ramp up their marketing, I’m a big believer in the walk-before-you-run approach.

Doing a few things well is better than spreading yourself too thin.

Once you have success, double down on what you’re doing and/or explore new channels.

Looking to jump-start your marketing?

Check out my 90-day Sprint that takes you from branding and planning to tactical execution and optimization.