Here’s a snapshot of the programmes we predict a major focus on for next year – an insight into what the best marketing departments will be doing in 2009.

4 key strands are emerging – a spotlight on data, gaining access at the right level, enhancing credibility and building programmes that appreciate timing and lead nurturing.

Spotlight on data

1.       Marketing teams will focus on building solid data platforms to increase effectiveness and control spend. The data sets they need to work on will take two forms – intelligence on customers (what they are interested in and how they are responding) and quality of contact data.

2.       Joint planning with sales (from account planning to CRM implementation) – marketing teams will be creating a single go-to-market strategy for key clients and segments with their sales counterparts.

3.       Key account monitoring – in an increasingly unpredictable environment those first to respond to opportunities will have the upper hand. Marketers are increasingly looking to us to monitor activity within key accounts and suggest appropriate actions to capitalise on any changes.

Building access at the right level

1.       Marketers are looking to improve the access they have at the right levels within the target organisations, as research shows that a focus on the C-level alone omits a broad sweep of other decision-makers. From partnering with influential network-owners through to building.

2.       Access is gained through a bargaining process – marketers need to work out how to give value through their communications and positioning, and work out how they want that to be reciprocated by the target. Good programmes will attract the right people and build strong relationships that can be further leveraged through networking.

Enhancing credibility

1.       Companies must position well next year to attract the right opportunities (without wasting money chasing the wrong ones. ) Authoritative comment will be critical to this – in 2009 marcomms ‘copy’ will move up several gears in terms of seniority and knowledge, becoming market comment. If something is perceived as “marketing” by the recipient then it’s probably failed – successful marcomms in this environment will feel like part of a good conversation.

2.       There will be an increasing use of the semantic web to understand and extend networks. People are publishing information about themselves, what they want and what they are interested in more than ever before. Programmes are being built that capitalise on that “interested market” information.

Understanding timing

1.       The emergence of continuous customer contact programmes that tie the three elements of the above together with characterise 2009. These lead generation “engines” will focus spend on enhancing reputation and favourability with only those customers most likely to buy, whilst appreciating that not all will be immediately ready to do so.

2.       Communications will focus on selling the next step, not just the end product. Ongoing comms programmes will drip feed useful information at the right time whilst supporting the joint lead nurturing efforts of sales and marketing.