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How to Develop a Marketing Strategy
The document outlines a comprehensive guide for B2B marketing success, detailing the role of a fractional CMO in areas such as brand positioning, strategic planning, and tactical execution. Key steps include identifying clear marketing goals, understanding customer needs, and using effective channels while measuring success. It emphasizes the importance of a well-articulated marketing strategy that focuses on unique value propositions and customer insights.
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How to Develop a Marketing Strategy
- 1. Building a roadmapfor marketing success
- 2. What I do: Afractional CMO for B2B companies, specializing in brand positioning and messaging, strategic planning and tactical execution. Twitter: @marketingsparkk Website: marketingspark.co
- 3. I wrote abook about how to embrace the power of brand storytelling (a labour of love)
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- 5. WHAT I LEARNEDFROM WHALES
- 6. Lack of well-articulated strategymeant too many tactical options to tackle and complete
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- 8. “The essence ofstrategy is choosing what not to do. ” - Michael E. Porter
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- 13. Brand awareness Mediacoverage Sales/Leads Website TrafficDownloads Leads Demo requests Customers Brand awareness Media coverage SEO HR VC Step #1: Identify your goals. What matters to drive your business forward?
- 14. Make sure yourmarketing goals make sense
- 15. Be crystal clear aboutwhat you do, who you serve, why it matters to them, and how you’re unique.
- 16. How to DiscoverYour Story • What do you do? • Who are your customers? • What problems are you solving? • How are you unique or different? • What are your competitors’ stories.
- 17. VALUE PROPOSITIONS For ____________(target customer) Who ______ (statement of the need or opportunity) our our (product/service name) is ____________ (product category) that (statement of benefit) ____________ .
- 18. For B2B companieslooking to attract and engage better prospects, Marketing Spark is a fractional CMO consultancy with expertise in brand positioning and messaging, strategic planning, and tactical execution. My value proposition:
- 19. What is yourproduct or service? Describe it in one-sentence. How is it unique or different than the competition? …..even in a small way. Who really needs your product? Who is your ideal customer? What are your customers’ biggest problems or needs? What are the biggest benefits? What is the impact on users? According to customers, what are your product’s strengths and weaknesses? Brand Positioning Worksheet
- 20. Brand Positioning StatementTemplate For _________________________ Targeted customers Who need to __________________ Solve this problem We (your company) _____________________________________ Describe the product and the value delivered Unlike the competition (e.g. ABC, XYZ), our product.... ____________________________________ How your product is unique
- 21. TARGET AUDIENCES (aka Whomatters to you?)
- 22. TARGET AUDIENCES • Whatare their needs, points of pain and interests? • What are the purchase triggers? • How do they research and make decisions? • What are the competitive options?
- 23. BUYER PERSONAS INSIGHT INTOYOUR CUSTOMERS
- 24. Target Audiences InvolveDifferent People Within Buying Process
- 26. Social media Blog Videos Infographics Website Newsletter White papers Salessheets Case studies Webinars Trials Trials Demos Consultations Proposals Estimates
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- 28. Dance Where theParty is Happening
- 29. Avoid the ShotgunApproach
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- 31. 1. Direct mail 2.Webinars 3. Infographics 4. Blogs 5. eBooks 6. Social media 7. White papers 8. Case studies 9. Websites 10.Conferences 11.Podcasts 12.Videos 13.Newsletters 14.Media outreach LIST YOUR CHANNELS (list everything relevant) I
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- 35. • What marketinwill be done? • Who’s going to do it? (internal, freelancer, contractor, agency) • How will it be done? (aka best practices) • How often will a marketing channel be used? • How do you measure success? • What tools should you use?
- 36. “However beautiful the strategy,you should occasionally look at the results” -Winston Churchill
- 37. Measure, measure, measure • Reload • Double-Down •Expand your horizons
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Editor's Notes
- #3 It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- #17 So, let’s talk about how you determine your brand positioning. It’s a process with multiple steps. First, you need to look inward….and trying to do it without biases or sticking to what you know. In many cases, have a third-party help with brand positioning provides valuable perspective.
- #20 After asking questions internally and exploring the competitive landscape, this worksheet will help you answer the key questions.
- #21 Here’s a brand positioning template. There are many ways to develop brand positioning. This is just one tool that you can use.