A B2B marketing strategy is an overview of steps and activities on the long term to reach marketing objectives. A good strategy is based on sufficient research. That is why we see this as an important pillar in collaborations. Without strategy we cannot invent a campaign for you.
In our 30+ years of existence we encountered it a lot: go-to-market without a decent marketing strategy. Although we must admit that in rare cases sufficient gut feeling did result in great performance, but we are not all Steve Jobs, Larry Page or Sergey Brin.
The B2B marketing strategy must be substantiated with decent research. We use a few angles to get a full view of the playground:
Target audience analysis
And in the end we find it just as much important to really get to know your organization, product and service. When this process has finished, we can put together the boundaries of the strategy.
Personally and relevant
Account Based Marketing
Account Based Marketing is one of the approaches that can fit with your situation. In ABM we work with a specified list of potential customers. This list can contain one company but also tens of companies. Please mind that the longer the list, the less personalized the approach will be. We zoom in on companies, discover the members of the DMU and dive into their hearts and minds. This level of research requires patience and can be labor intensive. We know from experience that this could deliver great returns.
Another fancy term that lets hearts of marketers beat faster. Demand generation means literally the generation of demand. It makes every effort to hit the target audience on such a level, that they realize they need your product or service. It happens on a large scale: no predefined list of companies is used and companies are mostly targeted based on their firmographic characteristics or intent. A critical aspect of demand generation is increasing brand awareness: you cannot generate demand without your target audience knowing of your existence.
Both Account Based Marketing and Demand Generation require a good content strategy. Only good content enables you to hit hyperpersonalization within ABM. Only good content enables you to generate demand. That emphasizes the vital role content plays on the playground of B2B marketing. A good content strategy entails the right, personalized content, through the right channels, with the right message, at the right time to the right person. It might sound like marketing-Utopia – but in fact it is.