SlideShare a Scribd company logo
Strategic B2B Marketing
Framework
Strategus Consulting
@2015 Strategus Consulting 1
About Strategus Consulting
• Strategus Consulting teaches technology
marketing leaders how to reach more
buyers, create more effective messaging
and position their products for success.
• Our Strategic B2B Marketing Framework
is the proven blueprint for achieving these
results
@2015 Strategus Consulting 2
What is Marketing?
• Definition?
@2015 Strategus Consulting 3
What is Marketing
• Convincing a prospect to enter a buying
cycle when they otherwise may not have*
• Marketing should be the front end of the
sales process, not the back end of the
product development process*
@2015 Strategus Consulting 4
*Michael T. Bosworth, John R. Holland and Frank Visgatis, Customer Centric
Selling, McGraw-Hill, 2010
B2B vs B2C Marketing
B2C Marketing B2B Marketing
Product Driven Relationship driven
Maximize the value of the transaction Maximize the value of the relationship
Large target market Small, focused target market
Single step buying process, shorter
sales cycle
Multi-step buying process, longer sales
cycle
Brand identity created through
repetition and imagery
Brand identity created on personal
relationship
Merchandising and point of purchase
activities
Educational and awareness building
activities
Emotional buying decision based on
status, desire, or price
Rational buying decision based on
business value
@2015 Strategus Consulting 5
Source: http://masterful-marketing.com/marketing-b2b-vs-b2c/
Strategus Consulting
Strategic B2B Marketing Framework
Positioning
Identifying
The Market
Getting
Attention
Creating Sales
Opportunities Nurturing
Website SEO
Case Studies
Whitepapers
Surveys
Blog
Webinars
Marketectures
Email Marketing
Direct Mail
Social Media
Advertising
Buyer Personas
Market
Segmentation
Highly Targeted
Messaging
Beta, Test & Pilot
Problem
Identification
Competitive
Analysis
First-Hand
Market
Knowledge
Symposia
Sponsored
Events
User Group
Meetings
Panels
Conferences &
Trade Shows
Create Relevant
Content &
Distribute
Consistently
Test
Measure
Analyze
Adjust
Developing the
Positioning
Statement
@2015 Strategus Consulting 6
Let’s Connect
• Schedule your 30 minute consultation
• Marc@strategusconsulting.com
• Log into www.strategusconsulting.com to
access templates and worksheets
• Follow me on twitter and linked in
• @mrubner, @strategusconsulting
@2015 Strategus Consulting 7

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Strategic B2B Marketing Framework - Preview

  • 1. Strategic B2B Marketing Framework Strategus Consulting @2015 Strategus Consulting 1
  • 2. About Strategus Consulting • Strategus Consulting teaches technology marketing leaders how to reach more buyers, create more effective messaging and position their products for success. • Our Strategic B2B Marketing Framework is the proven blueprint for achieving these results @2015 Strategus Consulting 2
  • 3. What is Marketing? • Definition? @2015 Strategus Consulting 3
  • 4. What is Marketing • Convincing a prospect to enter a buying cycle when they otherwise may not have* • Marketing should be the front end of the sales process, not the back end of the product development process* @2015 Strategus Consulting 4 *Michael T. Bosworth, John R. Holland and Frank Visgatis, Customer Centric Selling, McGraw-Hill, 2010
  • 5. B2B vs B2C Marketing B2C Marketing B2B Marketing Product Driven Relationship driven Maximize the value of the transaction Maximize the value of the relationship Large target market Small, focused target market Single step buying process, shorter sales cycle Multi-step buying process, longer sales cycle Brand identity created through repetition and imagery Brand identity created on personal relationship Merchandising and point of purchase activities Educational and awareness building activities Emotional buying decision based on status, desire, or price Rational buying decision based on business value @2015 Strategus Consulting 5 Source: http://masterful-marketing.com/marketing-b2b-vs-b2c/
  • 6. Strategus Consulting Strategic B2B Marketing Framework Positioning Identifying The Market Getting Attention Creating Sales Opportunities Nurturing Website SEO Case Studies Whitepapers Surveys Blog Webinars Marketectures Email Marketing Direct Mail Social Media Advertising Buyer Personas Market Segmentation Highly Targeted Messaging Beta, Test & Pilot Problem Identification Competitive Analysis First-Hand Market Knowledge Symposia Sponsored Events User Group Meetings Panels Conferences & Trade Shows Create Relevant Content & Distribute Consistently Test Measure Analyze Adjust Developing the Positioning Statement @2015 Strategus Consulting 6
  • 7. Let’s Connect • Schedule your 30 minute consultation • Marc@strategusconsulting.com • Log into www.strategusconsulting.com to access templates and worksheets • Follow me on twitter and linked in • @mrubner, @strategusconsulting @2015 Strategus Consulting 7