Sometimes the best B2B marketing campaigns end up going downhill. Despite promising starts, you just didn’t as many accounting leads as you expected. It’s like what’s happening in Brazil right now. Not only did the home team suffer a crushing defeat, they’re biggest rival is set to win the World Cup on their home turf.

This might also be bad news to all marketers who’ve been heavily riding Brazil’s World Cup crazy train. Seeing all the hope and aspiration swept under by the German boot, it looks like the party’s already over. What’s a marketer to do? What can they do every time a honeymoon campaign comes to an abrupt end?

You get ready for the next one, that’s what.

The finals of the World Cup are just hours away. It only makes sense that you already have something next in line for your marketing agenda. This is a solid tactic and you might have very well implemented it before. Haven’t you ever planned on what industries to target or what customers to follow-up on prior to Tax Day or Christmas season? The only thing you may be missing is that you’re not doing this frequently enough. This World Cup is simply one example why should always keep an eye out for trends.

So here are several steps you can try so you can keep staying trendy:

  • Step 1: Don’t just roll it out. – Remember Christmas in July? Never happened (unless you live in New Zealand or something). The idea is don’t roll it out (especially right after something as painful as seeing your home team steamrolled by a European juggernaut). What’s important is that your next campaign is simply ready for the rolling. (e.g. You have a new prospect list down. Your sales reps have cleared their scheds etc.)
  • Step 2: Don’t be happy but be human – One more reason for not rolling out too soon is that the chips can still be down. Your accounting leads didn’t get you your million dollar goal. You can avoid looking too happy but you should still stay human. Keep connecting with prospects even as the seasonal spark is finally starting to fade. It may as look like business as usual but you’ll need that connection when the spark starts to light up again.
  • Step 3: Make a bigger outline – How far do you go in predicting trends? Do you see as far as a month from now? Make it a year. If it’s a year, make it four. It might be a tall order but here’s why it’s important: You need to know first. You can’t prepare for Christmas unless you already know the season’s coming. Likewise, extend your market research beyond what to expect in the coming months.

Trends can make or break a business. You see this in the stock market. You’ll see it once the World Cup fever dies down and everyone’s going to be buzzing about what’s next. Are you ready?