While print publications are still a key part of the B2B media plan, and media kits with thoughtfully planned editorial calendars are still important for media planning – in this era of media fragmentation, a set-in-stone media plan doesn’t always make sense.

Consider how your customers are interacting with traditional and new media. Is your message reaching them where they are, when they are looking for information? Following a publisher’s editorial calendar helps make your advertising and PR efforts relevant in a particular issue, but the only thing that should dictate the timing of your message delivery are your customers and prospects. The new 2.0 media channels are much more flexible and adaptable, allowing a B2B marketer to deliver customized messages that are designed to connect with an audience when they are looking for solutions.

For 2008, set aside a part of your media budget that can be used for continuous improvement efforts throughout the program year. ROI can be measured on a monthly, daily, even hourly basis. Make sure you have a plan that is flexible and can be changed to maximize your investment.