2010 = Rearview Mirror – How To Start on 2011…


 According to Chad White, research director at Responsys and author of the Retail Email Blog, as of Oct. 29, 57% of top online retailers had begun their holiday email marketing campaigns.

The holidays are upon us.  Retailers are in full swing.  People are making final Thanksgiving preparations with their guests. 

If you are in B2B marketing or sales, and you don’t have active opportunities rolling deep into your sales funnel by now – you’re too late for 2010. 

Whether or not you hit the mark this year,  you need to be building your base for 2011.  In B2B sales and marketing, this the time of year to book your last deals and focus on building a foundation for January and beyond.

So what do I recommend?

1.  Lock down schedules.  For any business that you book between now and yearend, time will get tighter by the week to get things done for the executives, legal departments, and other parties to your deals.  Get your calendars locked with confirmed calendar responses so your time remains sacrosanct.

2. Say “Thank You.”   Press the flesh.  Take this opportunity to say thank you to your good clients and even your solid prospects for the good business and future business.  Schedule some time for coffee or lunch to cath up and discuss next year.  Buying is an emotional decision, This does make a difference.

3.  Execute holiday campaigns flawlessly and ferociously.  While it may seem counter-intuitive, messages arriving during this time can have a higher hit-rate because your clients in B2B businesses have the same lull now.  Their in boxes are quieter over the next 2 months, and they are in the office more.

4.  Plan your marketing calendar for Q1 and Q2 2011.  Do it now, so you can spend your time January on execution , not dallying with a plan.

5.  Clean House.  Use this time between the holidays to catch up, clean up, and focus. Toss old files, clean out (and back up) your hard-drive.  Do all the things you never have the time to get to during normal business months.

That’s All, Folks!   On to 2011!

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