Any plan begins with objectives…goals…what you want to achieve…the desired results. Marketing communications plans are no different. There’s sometimes confusion, though, as to what B2B marketing communications can do. Here’s a list of objectives that marketing communications programs can achieve.
BUILD CREDIBILITYA company may want to be seen as an expert in their field. In this case, they need to be accepted as a credible information source. Tactics that can be used to build credibility include:
- Marketing public relations, especially articles, whitepapers and case histories
- Social media [...]