Brand Strategy
By Rick Biolsi

Crafting a Collaborative and Customer-Centric Marketing Plan for 2024

Ah, September. The month when cooler temps, school bells, and pumpkin spice lattes all enjoy a glorious return. As the sun sets on summer, your friends at Bartley & Dick would like to gently remind you that there are only three months left until the end of the year. And this, of course, means that 2024 marketing plans should be fully baked and ready to enjoy with a steaming cup of apple cider. Mmmmm.

If this reminder brings on nausea rather than goosebumps of anticipation, fear not. In this month’s blog post, we explore how collaboration, sparking creativity, and delighting customers can be achieved through reliable tools and techniques to develop a well-crafted marketing plan. And we wrap things up with a downloadable Marketing Plan Checklist that everyone will enjoy.

Demand or Lead: That is the Question


Do you prioritize demand generation or lead generation? If you instinctively blurted out “lead,” you’re not alone. For years, companies counted on their sales team to “fill the pipeline” with viable leads to build business. And that’s not wrong, but it’s also not everything it used to be. 

Today’s marketing plan has to employ a mix of both demand and lead generation. Companies need to build awareness and relationships with customers to increase demand for their products and services. How? Content marketing, social media advertising, and influencer marketing all put you in front of your target audience. Demand generation provides your customer some time to get to know you, and gives you time to woo them before asking for their hand in sales

Collaboration is Key to Successful Demand Generation


Demand generation is not a one-person job. To successfully implement it requires collaboration among and across teams. There is a tendency to ask marketing to take the reins with demand generation (for obvious reasons), but working in a silo does not produce effective results. Demand generation is much stronger when there is cross-functional collaboration. 

  • Content Marketing: A Genuine Connection

    Collaboration between marketing, sales, and customer support teams allows for a more comprehensive understanding of your customer. Collectively, you are better able to determine pain points, desires, and preferences — ensuring that your content genuinely resonates with your target audience.

  • Social Media Advertising: Creativity in Numbers

    Social media platforms offer internal teams an incredible opportunity to directly connect with customers; it also provides a strong platform for collaboration. When the creative team partners with other internal resources such as data analysts and social media managers, the content is richer and more relevant. The most impactful ad campaigns spark customer interest, generate leads, and drive conversions.

  • Influencer Marketing: Partnerships for Success

    Influencer marketing taps into established networks as a means to expand your brand’s exposure. Influencers have the audiences you want and should be treated as marketing partners. When you engage influencers in the creative process, you gain deeper perspective, heighten creativity, and audience loyalty — ultimately driving better results.

Paris Hilton was big in the early aughts.


Let Collaboration Take the Lead


Lead generation has long been considered primarily as a function of sales. But like demand generation, cross-functional collaboration is key to a successful lead endeavor.

  • Email Marketing: Personalized Connections

    Personalization can be a powerful tool in email marketing. Integrating data from customer support and sales teams allows marketers to craft email content and offers that directly connect with consumers, leading to higher engagement and conversion rates.

  • Search Engine Optimization (SEO): Combining Tech and Creativity

    SEO is a critical lead-generation tactic that ensures website content is connecting with the right people and attracting more qualified leads. Effective SEO requires collaboration between content creators and SEO specialists.

  • Webinars/Events: Creating Memorable Experiences Together

    Webinars and events are opportunities to engage more deeply with prospects. A collaboration of subject-matter experts, sales teams, and event organizers helps to ensure that the event meets customer expectations. A successful event makes a positive impact on the brand’s reputation and provides a boost in lead generation.


Tools of the Trade


Creating demand creates leads. Marketing plans need to employ both demand and lead generation tactics. And businesses need to invest in reliable tools and techniques that facilitate team collaboration and creativity. Here are a few essentials to consider:

  • Marketing Automation: Streamlining Collaborative Efforts

    Marketing automation platforms help streamline communication and task management, and foster stronger team alignment. Additionally, these tools provide a smarter and more efficient process with the ability to scale and repeat efforts.

  • Data Analytics: Making Informed Decisions Together

    Data-driven decision making is vital for any marketing plan’s success. Collaboration with data analysts allows teams to gather valuable insights into customer behavior and campaign performance, optimizing strategies and allocating resources effectively.

  • Customer Feedback Mechanisms: Engaging with Customers as Partners

    Customer feedback is a goldmine of valuable insights. When you create mechanisms that encourage customers to share feedback and collaborate with customer support, teams can understand their pain points and more readily identify areas of improvement.


So there you have it — a few tips to help you get you started on that overdue marketing plan. Still feeling queasy? Pop a Tums and reach out to your friends at Bartley & Dick. We’ll help you develop a strategic plan that maximizes your resources and fosters a whole new level of collaboration. And don’t forget to download our Marketing Plan Checklist!

For a good dose of collaboration and some marketing plan strategery, reach out!

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