Accelerate and adjust - dynamic B2B marketing strategy and planning - ansaco 2020

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Accelerate and Adjust
THE LONG-TERM STRATEGY OF FAR-SIGHTED B2B MARKETERS

Introduction
As we enter the 2020s, “speed of response to change” is set
to become the critical dimension for success in B2B Marketing.
To date, most Marketers have focussed on operational
excellence. Optimisation of existing systems enables them to
do more with available resources. Although this is a sensible
short-term approach, they still risk being left behind.
The needs of B2B Customers continue to evolve. These are
driven in part by digitalisation in societies; in part by changes in
the global economy and international politics.
Those changing needs mean B2B Customers are a moving
target. Doing more of the same – no matter how efficiently –
will not guarantee long-term success. Customers are always
attrracted to the Suppliers who deliver the “best fit”.
Far-sighted Marketers have already found better ways to
achieve business objectives. As well as upgrading operational
infrastructures and developing new digital business models,
they are also taking new approaches to marketing strategy
and planning.
What already differentiates the Leaders from the rest, says
McKinsey, is the speed and adaptability with which Top 10%
performing companies set, execute and adjust their digital
strategies.
Accelerating strategy and planning cycles from annual to
quarterly enables companies to adapt to changing Customer
needs faster.
How do you do that? This brief guide identifies six key aspects
of dynamic strategy and planning in B2B Marketing.
Andrew Sanderson

Firms that Digitalise successfully …
In January 2019, McKinsey identified the
“strategic and operational practices that are
tightly correlated with successful digitalisation”.
SOURCE: McKinsey: „A winning operating model for digital strategy”, January 2019 DOWNLOAD LINK

… have a faster operating rhythm.
McKinsey asked 1,500 execs worldwide how
frequently they carried out these practices.
Researchers contrasted the top 10% of
organisations that rated highest for
digitalisation against the remaining 90%.
Conclusion:
Firms that are best at digitalisation operate at
a significantly faster rhythm than the rest.
For example: annual cycles become quarterly;
quarterly cycles become monthly.
SOURCE: McKinsey “The drumbeat of digital: How winning teams play”, June 2019, p3. DOWNLOAD LINK

Benefits of Digitalisation
Accelerate
▪ Shorter cycles
▪ Quicker loops
▪ Deeper understanding
Adjust
▪ Faster adaptation
▪ Better fit
▪ More success
Repeat
Interact

Implications for Marketing (1 of 2)
1. ONGOING OPERATIONS
Faster operational cycles means:
▪ more frequent customer interactions
▪ more chances to attract & retain
customers
▪ more insights about what works
successfully
▪ better adaptation to customer needs
▪ greater relevance of content and higher
response.

Implications for Marketing (2 of 2)
2. STRATEGY AND PLANNING
Faster strategy & planning cycles means:
▪ swifter adaptation to evolving market
needs
▪ less exposure to risk through change
▪ increased accuracy of solution to pain
points
▪ greater customer satisfaction, retention,
lifetime value
▪ more value to report to management.

“One of the biggest factors that
differentiate the top economic performers
from others is how quick and adaptable
they are in setting, executing and adjusting
their digital strategies”
McKinsey: „A winning operating model for digital strategy”, January 2019
DOWNLOAD LINK

Digital Strategies
for achieving
business objectives:
ONLINE ADVERTISING
WEBSITES AND ESHOPS
PERSONA & CONTENT
DEMAND & LEAD GENERATION
EVENTS AND TRADE FAIRS
NEW CUSTOMER ACQUISITION
ACCOUNT-BASED MARKETING
LIFE CYCLE MARKETING
RETENTION AND LOYALTY

“How to increase the agility of creating,
executing, and adjusting Digital Strategy?”

There are six critical components
IN DYNAMIC MARKETING STRATEGY & PLANNING
1
2
3
4
5
6

One: develop the Vision
The Vision tells Senior Management how Marketing aligns
itself to the long-term business strategy.

Two: create the Strategic Roadmap
The Strategic Roadmap informs Stakeholders (the Board,
Sales, IT, HR, Legal, et al) how Marketing will upgrade its
Processes and Infrastructures over the medium-term.

Three: prioritise the Digitalisation Plan
The Digitalisation Plan reflects the Marketing Team’s own
short-term Priorities and Tactics for incrementally improving
Operations.

Four: define Value and ROI
Objectives & Key Results (OKR) describe Goals to Stake-
holders & Management. Milestones record how progress is
measured. KPIs define how systems are monitored.

Five: close the Loop and learn
Closed Loop reporting generates Insights from Experience,
drives Knowledge Transfer & creates an adaptive Learning
Organisation.

Six: manage Change
Internal Communications with Stakeholders are an essential
component of every Change Management process.

Last but not least:
Re-design the strategy & planning processes to maximise
decision-making impact from the staff resources available.
Think: “light touch”, “little & often”.

Summary: quicker firms win
If Black can learn to move twice
for every one move by White,
Black will win every time.

Andrew Sanderson
can help you define & build
the Digital Marketing
you need for the 2020s
▪ Dynamic Strategy
▪ Flexible Planning
▪ New Buyer Experience
▪ Marketing Automation
▪ Change Management
Contact Andrew today:
as@ansaco.de
+49 6223 9729 807
+49 160 9346 3401

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