3 Marketing Frameworks for B2B Tech Companies

24 Jan

3 Marketing Frameworks for B2B Tech Companies

By B2B Marketing, Marketing, Marketing Strategy

Your marketing department should use marketing frameworks. Why? Because they can overcome the moments of insecurity and instability in the process of marketing strategy implementation. Building a medium-long marketing strategy is recommended when you have to manage budgets and set business objectives.

That is why you must have a plan, and the marketing framework is a good solution.

This technique has to be adapted and adjusted from a period to another, to ensure that your plan remains aligned with marketing best practices and trends.

What is a Marketing Framework?

A marketing framework is a logical flow of the marketing plan. It contains all the elements that work together to bring the marketing plan to reality. Do you already have a marketing strategy and a marketing plan for 2019? That’s great because the marketing framework will come to help simplify them and provide clear steps that your team needs to follow in order to respect the plan and meet the strategic objectives. You can develop your own framework, or engage with a specialized agency who can prepare it according to your unique business’ needs, vision and objectives.

3 Very Popular Marketing Frameworks

Race Marketing Framework

Race planning is built on the following steps in the customer lifecycle: Reach, Act, Convert, Engage - meant to organize the process of online marketing strategy better.

Race Framework is practical and easy to use and implement. The dashboard is friendly and very easy to use. RACE means to:

Reach - build the awareness of the brand, and brings traffic on your website through a diversity of channels, social media pages, websites, landing pages and so forth.

Act - it is about lead generation, encouraging action and reaction through online marketing tactics. It is considered the hardest stage in a marketing strategy because the business has to persuade other companies or consumers to take steps.

Convert - is effectively about sales, and transforming a potential customer in a paying customer.

Engage - builds a medium and long term relationship with the consumer, before and after the process of sale. It is about growing trust, initiate a real communication and be as much present as possible in online for your target people.

Pragmatic Marketing Framework

Pragmatic Marketing is a more sophisticated marketing method which adapts the product according to the market’s needs. Instead of convincing the potential customers to buy a service, then the company builds the concept based on the feedback received from the target people.

The pragmatic process means interviewing the customers and search for the market’s needs, and after then create a beta version of the product. The consumer's answers are gathered, and later a 100% new product or service is being released.

Pragmatic marketing includes steps as Advocacy (gather information through testimonials, case studies), Content (create engaging content), Measurement (alignment with business objectives, and Sales Alignment (align sales with the market’s dynamics).

Stepps Marketing Framework

Stepps is about going viral on social channels. It seems that posts that go viral online may have more than a stroke of good luck: knowledge and a solid methodology. His creator, Jonah Berger’s, defines Stepps as follows:

  • Social Currency - creating new posts and communication that become a currency on social channels. People like to associate with trends, new and interesting concepts that put them in a light  
  • Triggers - trigger people’s minds and emotions with words games and interesting expressions associations.
  • Emotion - emotional marketing tactics are known to have great success. People like to be inspired and find new reasons and justifications for what they feel.
  • Public - creating marketing campaigns and marketing content with the intention to get to the largest public possible.
  • Practical Value - going viral means also to share on social media useful information that solves readers’ problems.
  • Stories - every business should tell a story that must be communicated in a unitary manner, to a specific target of people.

As seen in the examples above, there are many strategic methodologies ready to accomplish different parts from the marketing and promotion process. We notice that they are not complete, and some parts may be missing. A full marketing strategy consists of having a good overview of the process, but also holding solutions for the implementation in case of unpredictable events and situations.

That is why, at NNC Services, we are working on building flexible marketing frameworks, according to each type of business. We helped over 300 Tech clients to define their B2B marketing strategies, and of course, defining their own stories. Check out our client’s section and their stories. Each company needs a custom solution and should trust us to spread the news about their products and services to the world. We are preparing a complete marketing framework, which will offer a 360 degrees view over the marketing plan and necessary steps.

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