In our search for a business-to-business marketing strategy with a high return on investment, we tried a variety of technologies and frameworks. Some of the frameworks were already popular; others, even though they were less well-known, proved to be a real surprise. We analyzed corporate B2B marketing frameworks and marketing frameworks adopted by small IT firms. We made sure that each framework was adequately reviewed and tested.
When we looked at developing a digital marketing strategy framework for ourselves, our clients, and our consumers, we discovered that existing strategies function on a macro level. However, as discussed previously, yearly plans are frequently outdated. As a result, we integrated best-of-breed approaches to create a step-by-step framework that may assist you in planning and implementing your B2B marketing strategy.
An often-overlooked phase in applying any B2B marketing methodology is doing a market study with a strong emphasis on competitor evaluation and benchmark positioning. Only by focusing on and comprehending your market, leading competitors, and specialized prospects for positioning and controlling important market sectors can you assure marketing program success and a high return on investment, even if the other components are done poorly.
These strategic factors can assist you in gaining an advantage over the competition and developing your business:
Always begin your marketing effort by establishing ambitious objectives. When constructing a marketing strategy, goal-setting is yet another another phase that is frequently ignored or mishandled. Your purpose is like a shifting target in the current agile B2B marketing environment in which we live. When setting marketing objectives, you may find the "SMART" framework useful. Additionally, reverse funnel research could be used to develop a marketing road map. This will assist you in visualizing your objectives.
After determining your marketing objectives, conduct a reverse funnel analysis and define your key performance indicators, targets, and outcomes. Keeping track of and monitoring progress towards objectives is another crucial part of goal-setting.
Then, you may encourage your team by reframing the five- to ten-year vision for your service or product, the anticipated future outcome, and the driving force toward this end. Moreover, you might be enthusiastic about the market's potential and developments if you comprehend its trajectory.
Another one of your top goals as a B2B marketer when adopting a marketing framework should be identifying your target market. Create a profile of your ideal client, a buyer persona that will serve as the focus of your marketing efforts to discover your target market.
Understand the customer's journey, such as email marketing or content marketing, to implement specific strategies on the most effective marketing channels. This will guarantee that your pipeline leverages efficient marketing from the level of prospecting through the stage of converting existing clients into repeat shoppers.
Expand the framework of your B2B marketing strategy with additional techniques and activities that will allow you to effectively reach your target audience through a focused marketing campaign.
The majority of B2B marketing frameworks emphasize inbound or outbound marketing. Inbound marketing generates brand recognition through relevant information and triggers that attract your target consumers. Therefore, it may seem that creating high-quality content and digital content should be your marketing priorities. However, inbound marketing is only effective if brand recognition is achieved through search engine optimization, social media marketing, and other channels that integrate content.
Outbound lead generation methods will rely on discovering and nurturing high-value consumers in their own territory. Accounts-based and outbound marketing are typically more time-efficient but expensive, and they perform best when backed by inbound and vice versa. In ABM, for instance, if you track data on your key account influencers via a social network like LinkedIn, you can add a paid remarketing campaign so that those contacts are exposed to your brand multiple times, and you remain top-of-mind when it comes to the category of solutions your company offers. This contributes to brand recognition in addition to outreach initiatives. Similarly, you may employ lookalike audiences to expand your target account lists with like-profiles equally as valuable as those on your list that you may not have been aware of.
By 2025, according to Gartner, 80 percent of B2B sales contacts between suppliers and customers will occur via digital platforms. This indicates that an efficient marketing approach will integrate SEO, search engine optimization, and pay-per-click through social media channels and Google.
Note that the greatest marketing framework is the one that matches your business's needs. Each company will have different needs; thus, choosing a framework that will be effective for the specific company opportunity or challenge is essential. Include practical case studies, appropriate KPIs, and benchmarks in your efforts.
If you need more support in implementing a B2B Marketing Framework, contact our team of experts and let us elevate your strategy & business.