A marketing project without goals is unmoored, and having “earn more sales” as a goal isn’t good enough. The SMART rubric (Specific, Measurable, Achievable, Relevant, and Time-Bound) is a reliable B2B marketing guide. Marketing is a never-ending process that mostly improves through
iteration, so you don’t need to nail it out the gate.
Since having measurable goals doesn’t benefit you if you don’t carry out the measurement, though, you must ensure that suitable analytics systems are in place. Even if it’s possible to manually dredge up the data down the line, the scope and complexity of B2B sales (with countless possible funnel stages) makes it unwise.
Thankfully, modern marketing platforms offer armenia whatsapp number data numerous ways to configure tracking, allowing you to get as detailed as you’d like. Take advantage of all systems available to you.
The more prep work you manage, the more you’ll benefit later. And do so in conjunction with the sales team. Sales operates downstream of marketing, so you need to collaborate to deliver an effective one-two punch.
Step 5: Choose your channels
There are more ways to market something today than ever before, and all channels—no matter how informal or non-professional—are viable for B2B marketing. If approached correctly, that is.
To give your marketing the best chance understand the b2b buyer journey of succeeding, you’ll want to pick out 1-3 channels that really suit your goals.
Think about the B2B buyer journey:
Is your target audience likely sad life box to source information and suggestions about viable solutions?
Which channels and tactics are your competitors using?
Which routes are saturated?
Where can you put your best foot forward?
You may want to pair one or two tried-and-tested channels (such as YouTube for video tutorials or X for general visibility and engagement) with something more experimental such as TikTok.
If you can devise a strong short-form video marketing campaign, for instance, you might find that a lack of competitor presence gives you a golden opportunity to capture a new pool of prospects.
Step 6: Outline your chosen B2B marketing strategy framework and tactics
The last step before entering production. This is the point where you need to get everything set up.
Aim to produce an overarching project document to serve as the single source of reference. This document should be detailed, yes, but also accessible enough for everyone to understand.
In this document, introduce the tactics you’ll be using and explain why you’re using them, covering the objectives and any challenges you anticipate. It’s also helpful to cite examples of comparable marketing campaigns that have succeeded or failed in ways that can help yours.
Next, chart all applicable paths from the first point of contact to conversion. With few exceptions, money put into marketing that doesn’t convert is wasted, so everything needs to be keenly targeted.
And remember what we said about sales team collaboration? Liaise with them to get the messaging standardized. When they get leads prompted by your marketing, they need to know how to capitalize on the foundation you built.
Ideally, the completed document will be sufficiently thorough that you could pass it to someone unfamiliar with your business and they’d have enough of a foundation that they could start producing high-quality marketing materials for you. If it falls short initially, though, don’t worry. You can refine it over time.
Step 7: Create relevant content
The best B2B marketing strategy in the world can amount to nothing if the delivery phase isn’t up to par, so having a talented and reliable content team is absolutely vital.
And given how much awareness it can take for a target audience to take a previously unknown B2B company seriously, consistency is key. You may need to produce hundreds of pieces to see the returns you’re looking for.