B2B Marketing Strategy: 7 Key Elements for 2024
At Aeroplano we design B2B marketing strategy programs based on 7 basic elements that, in our opinion, should be the basis of any market strategy. These elements must work together (with greater or lesser intensity) to ensure the success of marketing and sales actions.
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In this article, we offer some basic brushstrokes of each of the 7 elements we refer to:
1. Market positioning.
Positioning defines the perception we want our customers to have of our business and is closely linked to the design and documentation of a clear strategy shared by everyone within a company.
B2B Go to market
Definition of market segments
The first step is to define which market segments algeria whatsapp number data 5 million we want to serve and what common characteristics define our Ideal Customer Profile , or in other words, what those companies to which we are going to direct all our commercial and marketing efforts should meet:
What size are they?
Where are they located?
Do you offer recurring purchases?
How complex is the sale?
What needs do you want to cover?
In which sector do they move?
What degree of technical specialization do they have?
Identifying decision makers in the purchasing process
The second step is to identify which people within an organization have influence in decision-making within a purchasing process , whether they lead it, influence it or can block it (financial directors are a fairly common case to which we do not usually pay much attention...).
Once we have identified the people, it is important to characterize them:
What are your responsibilities?
What capacity for influence they have.
At what stage of the purchasing process do they intervene?
What are your “pains”.
What is your training and your knowledge of the solutions we can provide…
In more complex projects with long sales processes that require a lot of education, defining a purchasing committee can help to convince all those involved in both the acquisition and the subsequent use of our solution. It may be the CEO who makes the final decision, but not the one who triggers it.
Middle management may also have some influence , especially if they are the ones best suited to complete the implementation of the solution we propose:
Let's imagine that we are manufacturers of industrial machinery and we intend to replace a competitor's machine that our client has been working with for years. The technical solution is adequate, the price is in line, but those who have to use it may think that the learning curve is high and be against changing suppliers. If we are aware that we may encounter this obstacle along the way, it is easier for us to be prepared to overcome it.
One of the most effective methods to characterize our buyer personas is through interviews with our clients . We can intuit what challenges they face, what words they use to talk about their needs or problems, what attributes they really value in a supplier…etc. But if we are guided only by our intuitions, it is difficult for our positioning language to be specific and relevant to our clients. We must use our clients' language and in their terms and, if possible, based on certainties and not intuitions.
Definition of messages
The third step is to define the messages that you will continually use in all your commercial and marketing actions when talking about your business. With them we will hammer our audience and position ourselves as what we are: a company with authority that generates trust and credibility.
2. Corporate website.
The website should be used as the central core of a company's online marketing strategy . It is still your visible face and is key to the positioning strategy even if you are not selling your products or services through it.
In reality, the web is the only online space where a company is able to control all the messages and content it wants to send to its target audience and therefore, it is essential to dedicate time to generating attractive and quality content before investing in attracting traffic to it.
