Matrix 4 to 7P, marketing mix, or even BCG matrix, these are the concepts that can reassure all those looking for a marketing strategy.
But are they operational? How to define a B2B marketing strategy worthy of the name while remaining applicable on a daily basis?
1st step: forget the matrices seen at school, but not too much either…
If we have fun launching some research on marketing strategy, we will find two types of content:
The theories of “classic” marketing: the obsession of growth hackers, the old friends of our marketing courses. These are strategic matrices or theories like the 7Ps that can only be found in PowerPoint from consultants and aimed at reassuring the marketer with his nose in the handlebars.
Strategies at all levels, i.e. we use the word strategy for everything: social media strategy, content distribution strategy, LinkedIn strategy, keyword placement strategy in the subpage of the semantic cocoon of the site of the department of the company acquired by the group of the branch of the holding company… In short, difficult to announce “chief, here is my strategy for the year to come”.
So what to do? Should we throw away the Mercator’s bible? No! Principles like the 4Ps or the marketing mix are not just outdated principles, they are the basis of all these new theories that are emerging. Let’s see them as our foundations.
On the other hand, a marketing strategy for a B2B director is a marketing plan with a marketing vision and objectives, and not a BCG chart or matrix.
2nd step: Understand and segment your targets
Personas are essential to any marketing strategy, but we often forget the ultimate goal of the latter: put ourselves in our customers’ shoes to have a relevant speech, and therefore stop thinking from our point of view.
Segmentation must allow us to target our value proposition in the face of the problems of our potential customers. For this we can use this persona kit, or adapt the canvas used in “Lean Startup”
If we take the example of a software publisher, very often we strive to highlight our features. This will be perfect to convince an operational target, but will it be enough to convince a decision maker?
• Feature : lead scoring
• Value proposition: prioritize leads and focus on hot leads
• High level issue : generate more income while reducing the cost of acquisition
There is no such thing as good speech or bad speech, since all are important. However, going through this step will allow us to better calibrate our discourse, and our strategy, as the next step proves…
3rd step: Analyze your market
Now that we have clearly defined our targets and segmented our value proposition, let’s move on to the market study. Who are we fighting against? No one? In this case, it is worrying and a false impression: either it means that there is no market or that it is not mature enough, or that we tend to believe that our “unique” positioning clears us from competition.
To illustrate our point, let’s take the example of Plaza: “B2B marketing automation and inbound marketing tool, owner and French”. We might think we are the only ones, but that would be forgetting all the non-proprietary and non-French solutions.
And it’s not just marketing automation tools: it includes emailing, scoring, tracking, social media publishing, landing page creation tools, etc.
But let’s go further: if we look at the high-level issues to which we are responding (generating more income while reducing its acquisition cost), a decision-maker may decide to focus his strategy primarily on outbound marketing, which ‘it will be necessary to take into account in our analysis of the competitive environment.
Market analysis is essential in order to find our “blue ocean”: it is about detaching ourselves from the discourse adopted by all our competitors, in order to find our element of differentiation and position ourselves, our “competitive advantage”.
4th step: Analyze your acquisition tunnel to define your objectives
The acquisition tunnel makes it possible to move from strategy to tactics. By analyzing the action levers we have on this tunnel, we can then make our strategic choices: acquisition, loyalty, conversion, etc.
Let’s take an example: we want to improve our top of the tunnel, namely to generate more leads. For this we have several possible tactics: inbound and outbound, or both. This will then allow us to choose the means:
In our strategic plan, all that remains is to set measurable and concrete objectives by starting from our current figures, the resources deployed, or even by making a retro-plan of the annual turnover objective.
5th step: Multiply the points of contact
It is at this moment that we arrive directly in the operational and that we mobilize the different channels. The objective is to be visible everywhere on the purchase path of our target: results of search engines, social networks, events, etc.
Inbound marketing lends itself very well to this strategy since we will dissect the needs of our targets, create content that responds to these issues, and distribute it on the Internet. If we are able to have content at each stage of the purchasing cycle of our target, then we will facilitate the work of our salespeople.
6th step: Become agile
The difference between a successful and unsuccessful business fresh vegetables importers in kuwait are often in execution rather than plan. Those who create the best strategies or the best product are not successful, but those who execute the best.
Garett Moon explains in his book “10x marketing formula” that marketing teams would benefit from adopting agile methods in order to continuously test and improve their marketing strategy. This would avoid stubbornness in the wrong directions. The ideal and what have we adopted at Plaza? A strategy that takes a few pages but an agile action plan, made of weekly sprints and always focused on our objectives.
2021, the year of opportunities
Several trends for 2021 are underlying trends that have been present for several years. However, the COVID-19 crisis has accelerated the transition to digital and disrupted habits. The coming year is a year of challenges but also of opportunities for companies. While the digital shift can be complex, it has the advantage of leveling out the benefits. So, if you are an SME, investing in internet marketing and creating digital content will be the keys to boosting your visibility.
Companies that have already completed their digital transformation and have some expertise in digital marketing will be able to go further. The possibilities opened up by automation will take your business to the next level in terms of profitability.
Whatever the size of your company or its sector of activity, Junto can support you in your marketing strategy. We offer you personalized and relevant solutions to develop your strengths.