B2B Marketing Strategy and Planning: FAQ, Tips and Best Practices

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This video and presentation contains questions and conversation topics that often come up in the context of B2B marketing strategy and planning.

If you are a start-up or diving into B2B marketing planning for the first time, perhaps these answers will help.


About Lydia's Marketing & Communication Consulting Services:
I help companies develop effective brand, marketing and content strategies.

Strategic Thinker | Exceptional Marketing Planner | Effective Content Marketer | Great Value

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B2B Marketing Strategy and Planning: FAQ, Tips and Best Practices

  1. 1. Visit  Lydia’s  Marke/ng  Consul/ng  at   www.lydiamarke/ngconsul/ng.com   Contact  informa/on:   LYDIA  VOGTNER   lydia@lydiamarke/ngconsul/ng.com   415-­‐672-­‐1870  
  2. 2. Want  some  *ps...   On  basic  (yet  essen/al)  B2B  marke/ng  best   prac/ces  and  disciplines?     Following  are  some  ques/ons  and  conversa/on   topics  that  oZen  come  up;  along  with  my  typical   response  and/or  opinion.     If  you  are  a  start-­‐up  or  diving  into  B2B   marke/ng  planning  for  the  first  /me,  perhaps   these  will  help.           ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com        
  3. 3. Q:  What’s  the  first  step  in  strategic  marke*ng?     A:  Collect  and  organize  key  strategic  business  insights.     Sales   goals   Customer   insights   SWOT   Industry   landscape   Strategic  Inputs   Buyer   persona(s)   Sales   process   Compe//on   Success   stories   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com    
  4. 4. Q:  Why  go  through  this  exercise?   A:    Once  you  collect  and  organize  strategic  insights,  and   discuss  them  in  aggregate  (in  the  context  of  marke/ng   and  sales  planning),  it  helps  you...   1.  Look  from  the  outside  in  and  center  your  decisions  on  the  customer   and  their  problems.     2.  Draw  different  or  new  conclusions.   3.  Get  new  ideas  for  agrac/ng  buyers  and  influencers  to  your  brand.   4.  Validate  ideas  or  plans  you  already  have.   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com    
  5. 5. Q:  Ok,  so  our  strategic  founda*on  is  laid...     Now  what?     A:    Use  it  to...   1.  Confirm  your  brand  posi/on  and  message.   2.  Develop  a  point-­‐of-­‐view  on  marke/ng’s  role  to  drive  sales,  as  well   as  an  es/mated  budget.   3.  Assess  the  marke/ng  mix  and  investments  needed.   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com          
  6. 6. Other  important  areas  to  think  through         Buyer   Personas   Segmenta/on   Lead   Nurturing   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com          
  7. 7. Q:  Ok,  we  have  a  good  idea  of  the  role   marke*ng  will  play  and  the  areas  we  will   invest  in.  Now  what?     A:  Integrate  tac/cs  and  resources;  be  smart  about  managing   the  workload.   1.  Think  through  staffing  needs  and  the  resources  you  will  need  to  implement   well  and  in  the  /meframe  needed.   2.  Get  everyone  on  board  and  engaged  −  “socialize”  your  plan  throughout  the   organiza/on.   3.  Make  sure  there  is  integra/on  between  marke/ng,  sales  and  service   ac/vi/es;  break  down  silos  so  that  everyone  is  working  towards  the  same   goal.   4.  Confirm  milestones  and  success  measures.   5.  Put  someone  in  charge  of  analy/cs  and  repor/ng,  as  well  as  general  project   management;  it  helps  to  have  a  tough  taskmaster  that  makes  sure   everything  is  genng  done.  
  8. 8. Other  helpful  *ps     1.  Don’t  think  of  your  marke/ng  and  sales  strategies  as  two   different  things.  They  should  be  one  (par/cularly  in  B2B)   if  you  want  stellar  results.   2.  Make  sure  you  invest  well  in  execu/on  of  the  areas   you’ve  decided  to  spend  money  on;  for  example...       Inbound/Internet  marke/ng   Data  and  analy/cs   In order to get results... the devil will be in the details Speaking  engagements  and  PR   Sales  events  (e.g.  webinars,   execu/ve  roundtables)   ©Lydia’s  Marke/ng  Consul/ng    |    www.lydiamarke/ngconsul/ng.com    |    Contact:  lydia@lydiamarke/ngconsul/ng.com          
  9. 9. Click  here  for  the  full  narra/ve:     Frequently  Asked  Ques*ons  About  B2B  Marke*ng  Planning     Let  me  know  if  I  can  help.     Visit     www.lydiamarke/ngconsul/ng.com       Contact  informa/on:     LYDIA  VOGTNER     lydia@lydiamarke/ngconsul/ng.com   415-­‐672-­‐1870        

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