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Project Portfolio Management as a Model for B2B Digital Marketing

Project Portfolio Management (PPM) applies to multiple projects running in parallel that share resources but are not part of a common program. An important part of PPM is prioritizing the projects that make up the portfolio. The criteria for prioritizing are alignment with business goals and expected ROI. This model can be applied to various settings, including B2B digital marketing. In B2B digital marketing, a PPM model will guide the planning and use of marketing assets such as website content, social media, and email marketing campaigns. Using project portfolio management principles will ensure that these marketing assets align with business goals, strategic marketing plans, and brand management.

In B2B digital marketing, project portfolio management can improve the overall efficiency of the marketing process and boost the business marketing strategy by selecting different marketing resources that create brand presence, lead generation, and sales using solid content to generate website traffic and social media presence.

The benefits of using a PPM strategy in B2B marketing include the following:

  • Improved ROI by using data analysis to track the performance of marketing projects
  • Streamlining communication with a centralized repository of all marketing information
  • Conducting risk assessments for marketing projects to identify potential missteps affecting brand reputation
  • Improving efficiency by automating tasks which increases time for more strategic initiatives

Following a project portfolio management model is a resourceful B2B marketing strategy approach. Projects are aligned with the business marketing and sales objectives, and decisions are made with measurable outcomes influencing strategy.

RightWave provides a collection of B2B marketing services aligning with project portfolio management.

To learn more about these first-rate services, contact RightWave.