On July 3-5, the Formula 1 British Grand Prix returns to Silverstone for another year and promises to bring its usual high levels of excitement and wheel-to-wheel action. As the likes of Hamilton and Vettel push their vehicles to the limit at breakneck speeds, every opportunity to reduce lap times will be grabbed with both hands. Success in this sport is all about scientific levels of research and measurement coupled with a desire to improve efficiency and results (even if only by a tiny bit) every single time.

This is also the case for B2B marketers. Just like formula 1 teams, when a marketer sets off on a campaign to race for success, they have previously spent days, weeks and even months planning and preparing for the start date. When race goers sit down to watch the formula 1 qualifying and racing on the Saturday and Sunday, they are likely unaware of just how much work the team has completed away from the public eye. The research and development, the testing, the practicing, the discussions, the planning, the strategies, and much more are all completed before the driver sets off from the start line. B2B marketers also need to be investing similar levels of time and energy into their campaigns before the launch. Whether it’s persona research, prospect surveys, data analysis, segmentation and messaging, content planning, or a myriad of other things; only prior preparation produces success.

Measure, amend and improve

One definite aspect of formula 1 that B2B marketers need to consider is the team’s ability to gather data and use this to improve their future performances. During a race, a formula 1 team can remotely track a variety of metrics from the car such a tyre pressures, fuel levels, g-force readings and brake temperatures etc, and all this data is analysed to determine the best set-up for the car in future races and events. By looking to improve previous results, even by just the tiniest margin, the teams know they are moving in the right direction.

Similarly, B2B marketers now have technological solutions such as marketing automation software that will also offer comprehensive reporting on all aspects of the process. So, the procedure for marketers in today’s modern world is simply a case of comprehensively planning a campaign using previous results as indicators for success, then measuring all metrics during the campaign to determine the level of improvement. By using this simple ‘numbers never lie’ approach, it’s easy to see what works and what doesn’t, what needs changing and what doesn’t, what was a success and what wasn’t. By removing all aspects that don’t work, marketers can streamline their process and continually improve their results.

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