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How to Write an RFP: High Level Components

While this RFP overview is social media related, it applies at the highest level for any RFP in B2B. I’ve taken the time to extend it some to make it more relevant to B2B buyers in general.

  1. Define the Objective:  What are the core drivers, goals and needs to be addressed by a vendor
  2. Define the Requirements: This should include product requirements for today and those which you may implement in the first 12 months from selection, process requirements, service levels and other supportable elements of the purchase.  For example, in software it might be maintenance and support requirements.
  3. Establish Timeline: Include not just the RFP timing, but also a target implementation date.
  4. Defining the Relationship: This should include communication methods, contract considerations, reporting and account management considerations.
  5. Sharing the Budget: This is something I would probably NOT include, unless you are required to by internal policy, legal constraints or other consideration to set context with the vendor, for example if you don’t have much budget.
  6. Evaluating your Options: Bring vendors in for the dance, get references and seek counsel from trusted experts in the business and outside to ensure the right vendor is selected.
  7. Selection: The sales process over and implementation begins


Content Marking in B2B: Targeting for leads and nurturing…

Content marketing continues to be top of mind for many product marketers and managers – even if according to these survey results corporate marketing often owns the strategy and budget in many organizations. Publishing relevant content for your market represents a clear opportunity for engagement, funnel introduction and maturing opportunities in the funnel. Holger Schulze’s survey results on content marketing in B2B clearly shows where the lines are being drawn in B2B and content.

Content, Content, Content

…it likes to be free according to this very entertaining presentation from Mike Ellis.  While that may in fact be the case, remember that you should probably have a strategy for your content as a marketer.   As you develop content and set it free, there are some key questions a marketer should ask since while content should be set free, it’s not free to develop:

  • Is this intended for the buyer/Analyst/Partners/Sales/Others?
  • How will this content influence your audience to do something?
  • How does this relate to your existing content/strategy?
  • Does this establish a new content theme, if not related to previous content and is it a sustainable theme?
  • Is the content reusable?