How to Develop a  B2B Marketing Strategy 

B2B (or business to business) marketing requires a different approach to B2C (or business to consumer) marketing, although the concept is the same.  Identify your target market, craft a message that is attractive to that audience, put the message infront of your target audience with a call to action. 

Introduction - What is B2B Marketing

B2B Marketing is the business of marketing a company's products or services to other companies. B2B Marketing is used for the purpose of generating leads and sales opportunities.

How does B2B Marketing work?

There are typically four stages involved in implementing a successful B2B Marketing strategy: 1) research, 2) target market selection, 3) campaign design, and 4) campaign management.

We firstly research to find our gap in the market.  For example, identification of how recruitment consultants can leverage social media to gain more candidates and clients, thereby meaning less cold calling and more billing.  Our target market maybe recruitment operations managers/directors.  Next when it comes to campaign design, we consider where our target market congregate, maybe LinkedIn, Twitter and Instagram?  Then create a posting calendar/connection strategy where we add new followers and put the marketing message in front of them.  Finally, we need to keep an eye on how our campaign is performing and make any adjustments as needed. 

Here is how you can get started on your B2B Marketing Strategy...

1. Identify your company's goals and objectives.

Marketers are always looking for ways to get the most out of their content. But how do you know which posts will get the most engagement? The answer is Analytics. Keep an eye on your analytics to see what content is performing

2. Develop a marketing strategy that is aligned with these goals and objectives.

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of products or services. The marketing strategy should be aligned with these goals and objectives.

3. Develop a robust content marketing strategy that meets the objectives you set out in step 2, but also generates leads for your company (and not just pageviews).

4. Create a digital marketing plan so you can measure your progress to date and your ROI on various marketing strategies over time.

5. Conduct an internal audit of where your strengths are so you can leverage them in the pursuit of your marketing goals, as well as where you are lacking so you can shore up those weaknesses before they derail you down the road.

6. Map out all of the current technology tools at your disposal to see what could help boost performance in

Then, follow these steps...

#1 - Define Your Target Audience

We talk about this in depth here.  A key component of any content marketing strategy is understanding your target audience.

What makes them tick? What are their interests? What are their problems? Who are their influencers?

If you’re not able to answer these questions, you won’t know who to target with your content.

#2 - Develop Your Value Proposition

A value proposition is the single sentence that sums up why your company or organisation exists. It’s the key differentiator between you and your competitors and is a key component in your B2B Marketing Strategy.

A strong value proposition helps you make the case for why someone should buy what you’re offering. It can also help you figure out what to offer.

#3 - Develop Your Lead Generation Strategy

Since lead generation is the first step in the sales funnel, it is important to come up with a strategy that will be able to convert visitors into leads.

Lead generation is one of the most important parts of any sales funnel. There are many different ways to generate leads, but some strategies are more effective than others. This article will focus on the most popular strategies for generating leads and explain why they work so well.

#4 - Create an Effective Marketing Plan

B2B Marketing strategy has to be carefully planned and executed with precision. The marketer needs to have a clear understanding of the brand's key differentiators, target customer groups, competitors, strengths and weaknesses.

Before the plan is created, the marketer should be aware of the resources they have at their disposal. These resources can include money, time, people power and expertise. They will also need to know the resources that are available outside their business that can help them in attaining their marketing goals. Sources of these external resources could include employees of other companies, suppliers or distributors...

#5 - Determine the Best Media Approach for Your Business Goals

The purpose of this section is to give guidance on how to choose the best media approach for your business goals.

When it comes to choosing the best media approach for your business, you should know that there are multiple factors that determine which form of media is best suited for your needs. Factors include budget, target audience, longevity requirements, and more.

The first step in determining the best media approach for your business is to define what you are trying to accomplish with your advertising. Next, think about what kind of customer you are targeting and what their preferences are when it comes to information consumption. Finally, consider the longevity requirements of the campaign and how much money you have set aside for marketing expenses.

Download your free marketing plan template from here


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