A Smarter Way to Plan Your 2027 Marketing

As 2027 planning begins, it’s tempting to start with tactics: Which trade shows should we attend? How much should we spend on digital advertising? Should we do more email? More social media? More content?

But an effective marketing plan shouldn’t begin with a list of things to buy. It should begin with a simpler question: What does our marketing need to accomplish?

For most B2B companies, particularly those selling into specialized industries, a strong marketing plan needs to perform several different jobs throughout the year.

• Be easy to find. Buyers increasingly conduct their own research before contacting a supplier. Make sure your company is present where customers look for solutions and that your website, industry profiles, product information, and contact details are current.
  
  
• Stay visible. Not every prospect is ready to buy when they first encounter your company. Consistent exposure through industry media, email, advertising, events, social media, and other channels helps keep your brand familiar until a need arises.
  
  
• Demonstrate expertise. Buyers aren’t only evaluating what you sell; they’re evaluating what you know. Educational articles, videos, webinars, case studies, presentations, and other useful content can establish credibility long before a sales conversation begins.
  
  
• Create opportunities for engagement. Give customers and prospects reasons to interact with your company throughout the year rather than relying solely on occasional sales outreach.
  
  
• Make room for relationships. Especially in the wine industry, personal relationships still matter. Trade shows, conferences, association involvement, customer visits, and other face-to-face opportunities should complement, not compete with, your digital marketing.

The key is balance. A trade show can create valuable conversations but shouldn’t be responsible for an entire year’s lead generation. An advertising campaign can build awareness but works harder when buyers can easily research the company afterward. Content can establish expertise, but only if the right audience discovers it.

Instead of viewing each marketing activity independently, build a plan in which your channels reinforce one another.

Where WIN Membership Can Fit For suppliers and service providers marketing to wineries and vineyards, WIN Membership can provide an always-on industry presence that supports the rest of your marketing plan. Your Supplier Network presence helps buyers discover and research your company, while membership benefits and opportunities can extend your visibility and engagement throughout the WIN network. With multiple membership levels available, companies can choose the level of exposure that aligns with their 2027 goals and then layer additional advertising, content marketing, events, and sponsorships into the plan as needed. Before you decide what to spend in 2027, decide what your marketing needs to do. Then build the mix that gets you there. Explore WIN Membership options for 2027