Having a strong hold on the overall customer experience is the only way to break through the noise in today’s landscape. There are so many choices for B2B buyers, but their needs are 100% clear: personalised experiences, coordinated business conduct, and clear/concise business information. If a business isn’t fulfilling this need, they’re going to lose customers. If your business has what it takes, you need to take a step back and create a winning B2B marketing strategy.
Defining Your Audience
Whether you have a buyer persona or not, now is a great time to give it a second look because things may have changed. Have your marketing team work with your sales team here, as they’re the people that understand your current audience. Through collaboration, your team can create a customer avatar, which presents a snapshot of your audience.
Assessing Current Market Position
Understanding your current market position will help you move forward effectively, so spend time conducting research. You need to understand your competitors. How are they attracting customers? Are their products better? How does their audience react? What makes them stand out against you, and vice versa?
Competitors aren’t the only consideration to make here; you’ll also need to consider the current market climate. What is your reputation like? Which areas need improving? Will upcoming trends impact your business?
Goal Setting
No strategy succeeds without having goals to keep it grounded. When you set goals, it’s a good idea to use the SMART principles, which means they’re concise and measurable. Without setting these goals, you’ll bleed money because your marketing plan will have no reason to fulfil its mandate.
Outlining the Customer Journey
Knowing where to target your audience is key to creating a winning marketing strategy, which is why you need to spend time outlining the customer journey. Understanding the general flow of customers will help you to spot any existing gaps in your marketing efforts, allowing you to plug them and strengthen the bottom line.
Highlighting Goal Fulfilment Strategies
Having goals is important, but you need to know how you’re going to achieve them. For example, if your aim is to improve traffic to your website, you’ll need to focus on SEO strategies. There are many ways to do this, which you can explore by reading this SEO for B2B Marketing article.
Defining Key Performance Indicators (KPIs)
Throughout your marketing journey, you need to know if you’re on track to meeting your goals on time. Therefore, you need to compile a list of KPIs, which will your team understand what needs to be done.
Budget Setting
Before bringing your marketing plan to a head, you need to make sure your proposed endeavours align with your available budget. In some cases, you may need to adjust the plan, which is why you should outline the most important aspects to focus on first.
If you follow this plan, you will have created a marketing plan that is intrinsically linked to the customer journey, which will elevate your efforts and chances of success.
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