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Why it's Important for B2B Businesses to have SMART Marketing Goals


Allura Digital Blog - Why SMART Marketing Goals are important for B2B companies


If you don't know where you're going, any road will take you there.

- Lewis Carroll


Whether you're just getting started with your marketing, or you're already doing it, you need to be very clear about what you want to achieve from your marketing.


In other words, you need to have well-defined goals and KPIs.


Setting the right goals is one of the first steps for a successful digital marketing strategy.


It gives you more clarity and helps you build the right strategy to achieve your overall business objectives.


It also tells you how well your marketing is performing, allowing you to make adjustments to ensure you're on the right path.


Unfortunately, a lot of businesses out there, particularly small and mid-sized businesses, don't have clearly defined goals.


As a result, they end up wasting their time and budgets on things that don't work.


We've spoken to a lot of business owners, founders and CEOs over the last few months, asking them about their marketing goals.


In fact, each one of our discovery call starts with the question - "What are your top marketing goals for the next 12 months?"


These are the responses we typically get:

  • "We want to generate more leads"

  • "We want to grow our revenue"

  • "We want to strengthen our social media presence"


Now, these look like good goals, right?


Well...not really.


What's wrong with typical marketing goals


1) They are just too vague


What does "We want to strengthen our social media presence" mean, exactly? Do you want more followers? Do you want more engagement?