I wrote recently about foregoing New Years resolutions in lieu of habits in 2015. They’re all focused on the same end-goal, but habits are the daily inputs that can actually get you there.
For B2B marketers in 2015, those habits can take many forms. Regular editorial calendar reviews. Weekly key performance indicator (KPI) reviews. Regular customer and prospect buying signal capture.
Some others I’ve found particularly valuable when incorporated into regular habits:
- Capturing feedback from your customer-facing teams: Make a habit of gathering input from your sales, customer service and account management teams. What are they hearing from their customers, any new competitors on the horizon, new objections that are impeding deal progress, etc. Many companies do this, but far too infrequently. Make it a weekly habit.
- Reading & learning: I recommend making this a daily habit. Identify the handful of sites, blogs, newsletters and other content sources that will feed you in the New Year. The majority of content you’ll scan, a handful you’ll read partially through. It’s all additive and worthwhile.
- Weekly or monthly sprints: Take a page from the agile marketing playbook and (for yourself or your team) commit to a distinct list of deliverables, campaigns or projects to complete in a finite amount of time. Weekly may sound quick, but I bet you’re surprised how much you can get done (and triage off of your plate that doesn’t really matter) by trying this.
- Documented campaign and event post-mortems: It’s far too easy to just not do these. But institutional knowledge that’s just in people’s heads is rarely incorporated “the next time.” It’s not just people leaving the company, it’s more frequently the same people forgetting or ignoring past experience and lessons. Make a habit of teaching yourself, and each other, how to immediately make the next effort better.
- Some form of a weekly review: I wrote recently about my weekly review process here. No matter how you do it, hit the “reset” button on your priorities, projects and task list on a regular basis to ensure you’re staying focused on the right work.
- Dedicated time to reflect and think: Schedule lunches with yourself. Identify topics that simply need your brainstorm time. Put a waterproof notepad in the shower. Whatever. Just make a habit of taking a deep breath every once in a while to let your brain make you better.
What habits will you commit to in the New Year?