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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

• It will take 1-8 weeks to see marketing activity (e.g.
press releases, website updates)

• It will take 4-12 weeks to see marketing results (better
search engine rankings, media mentions of stories in
industry publications)

• It will take 6-24 weeks to see an increase in the number
of leads

• It will take 8-52 weeks to see new deals as a result of
marketing (typically, the bigger the deals, the longer it
takes)

If your initial results aren’t hitting your targets, it doesn’t
necessarily mean you’re on the wrong track. It does take time,
and finding the right mix of marketing tactics is a balance that
few companies get perfect the first time around. After two to
three months, sit down and evaluate what you’ve been doing,
how well you’ve been executing, and what the results are. If
things are going in the right direction but aren’t delivering the
quantity of results you’re looking for, you may need to devote
more time to marketing.

If you feel you aren’t executing well, take a look at your
resources and plan—are you trying to do too much with too
little? If you aren’t getting any good results and things don’t
seem to be going in the right direction, look at the deeper
issues—is your strategy (business or marketing) sound, are
you using the right tactics, is your message on the mark?
Then recalibrate your plan and keep going.

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© 2012 Lisa Shepherd