B2B marketing strategy framework: A comprehensive guide
B2B marketing is a complex and ever-changing field. It’s hard to keep up with all the latest trends and strategies, especially if you work in an industry that’s constantly reinventing itself.
To help with this problem, we created a free B2B marketing strategy framework that provides a comprehensive guide for planning your entire B2B marketing strategy.
What is B2B marketing?
B2B marketing is a process of creating and delivering value to customers in the form of products, services and information. It is a key component of business-to-business (B2B) or industrial marketing, which focuses on promoting goods and services for sale to businesses.
The goal of B2B marketing is to generate leads and drive sales by communicating with both buyers and sellers through various channels such as websites, social media, email campaigns and more.
Why you need a b2b marketing strategy framework
The most important thing in B2B marketing is to have a clear understanding of your target audience and their needs. By creating a comprehensive marketing strategy, you can better communicate with prospects and clients, while increasing sales and generating leads.
The framework is useful for businesses of all sizes, from small to enterprise-level. However, it’s important to tailor the strategy based on your business goals and industry.
Here are some questions you should ask yourself: What are your top business priorities? What do customers want most from your company? How can you differentiate yourself from competitors?
The following B2B marketing strategy framework will help you succeed in today’s competitive business world.
1. select your audience
The first step of the marketing strategy framework is to select your target audience. A well-defined audience will help you focus on delivering value to customers and prospects, which in turn can lead to increased sales.
If you don’t know who your ideal customer is, spend time researching and understanding their needs, wants and preferences.
You should also consider the size of your target audience, how well you know this audience, and how easy or difficult it will be to reach them.
If your ideal customer is made up of hundreds of small businesses in a specific industry, it might make sense to focus on one particular niche first before expanding into other segments.
2. create brand awareness
Building a brand is all about building awareness. You might have the greatest product or service in the world, but if people don’t know about it, they won’t be able to purchase it.
The first step in building brand awareness is creating an attractive logo that represents your business and conveys what it does in one simple image. You should also create a website where potential customers can learn more about your products or services as well as contact you directly for more information.
You can also use social media to build brand awareness, as many people now rely on it for news and entertainment. Social media is a great way to reach out to potential customers who are interested in similar products or services, so you should create an online presence on sites like Facebook and Twitter.
3. generate leads
Generating leads is another important part of building brand awareness, as you can use these contacts to promote your products or services.
You should create a newsletter that highlights some of your best work and sends it out to potential customers who may be interested in learning more about what you have to offer. You can also host events where people can come and learn more about your business, such as seminars or workshops.
Once you have a website and social media presence, you can start generating leads. This means attracting new customers by promoting your business through email campaigns, search engine optimization (SEO), pay-per-click advertising (PPC) and other methods of online marketing.
You should also attend industry events and conferences where people who are likely to use your products or services congregate in order to raise brand awareness.
4. nurture by content and email
Content marketing is a great way to build relationships with prospects. It can be used to nurture prospects through the sales funnel, educate and inform them, and ultimately build trust with your target audience.
Nurture: The use of content marketing as an approach for nurturing leads through their entire buying journey will help you create an engaged relationship that lasts beyond just one purchase.
Educate: You can use content marketing tactics such as blogging or video to educate your target audience about what you do and why it’s valuable for them. This helps build credibility by showing off some of the hard work that goes into each product or service that you offer — which leads us into our next section…
5. convert leads to opportunities
Convert leads to opportunities: You can convert a lead into an opportunity by using the following steps.
Identify the best time of day or week to reach out: There are times when you should contact your prospects and other times when it may be better not to reach out at all.
For example, many B2B companies send emails on Monday morning because this is generally when people have more time available in their schedules than during other periods of the week (e.g., Tuesday through Friday).
Ask follow-up questions: It’s important that you ask questions that will help determine whether or not they would be interested in learning more about your product or service before they leave their website and move onto another site where they might find something similar but which doesn’t require as much effort from them (or as much money spent on advertising).
6. close the sale
Once you have a thorough understanding of your customers and their needs, it’s time to close the sale. The closing process is a critical component of any B2B marketing strategy, and can make or break your success as a business.
A sales playbook should include:
Product knowledge – Understand what makes your products unique and/or different from competitors’ offerings. This includes both technical information as well as non-technical customer benefits (e.g., ease of use).
Customer needs – Identify what problems customers are trying to solve with their product/service offering (and why). Then find ways in which those problems could be solved using yours instead!
Customer pain points – Identify any specific issues or difficulties associated with using your product/service solution(s).
For example: “My boss hates me because he thinks I’m always late coming back from lunch meetings; if only there were an app that let us know exactly where everyone was located at all times… oh wait! There isn’t one but now we’re stuck keeping track ourselves which means more time wasted tracking down people who don’t show up at all.”
7. retain and expand the account
Once you’ve identified a customer as a good fit for your business, it’s important to maintain the relationship with them and make sure that they are satisfied with their experience. This can be done through:
Building on what has worked well in the past rather than starting from scratch every time (e.g., asking for referrals from existing clients)
Providing regular updates on how things are going in terms of sales performance, product development and other areas where there might be opportunities for growth or improvement
Keeping customers in the loop regarding new products, new ideas and other developments that might be relevant to them
8. measure, tweak, repeat
The next step in your B2B marketing strategy is to measure, tweak and repeat.
Measure the results of your marketing efforts. Once you’ve done this for a few months or a year, it’s time to look at how things are progressing compared to where they were before you started working on this project.
Are there gains? Losses? What’s happening with customer satisfaction scores overall? What’s changing in terms of sales volume or conversion rates (or both)?
These are all important questions that need answering so that you can make informed decisions about what needs doing next with regards to improving upon these metrics.
Once you’ve identified what needs tweaking, it’s time to get to work. Tweak your marketing strategy by making small changes that are likely to have a big impact on your results.
For example, if you’re seeing lower conversion rates on your landing pages, try testing different headlines and calls-to-action. If sales volume is low compared to where it was before you started working on this project, then focus more attention on promoting sales through the channels where they’re most effective (and less so through others).
I hope this guide has given you a good sense of how to develop an effective B2B marketing strategy framework for your business. The key is to start by crafting a clear vision for what your target audience wants and needs, then figure out how to make that happen through content creation, email marketing, lead nurturing and closing sales.
Once you know what works best in each phase of the process, it should be relatively easy to keep doing it month after month until they’re all sold on your product or service!
By the way, do you have more tips to share about B2B marketing strategy framework? So let us know in the comments down below!