What Is A B2B Marketing Strategy? According to Wikipedia, a marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. Sounds weird and unclear, agree? That’s why so many companies create 40page documents stating the mission, vision, values, etc.
The modern B2B buyer does their own research, frequently online. The average B2B buyer now makes an average of 12 online searches before interacting with a vendor’s website, and they are already 57% of the way through the buying process before they want to speak with a sales representative.
The new B2B buyer behaves like a B2C consumer, and they expect the same purchase experience and level of service. Nowadays, 80% of B2B buying decisions are based on a buyer’s direct or indirect customer experience, and only 20% is based on the price or the actual offering.
How to create a B2B marketing strategy: 1 Start with customer research. Customer research. … 2 Conduct qualitative & quantitative analysis. Talked to your customers? … 3 Establish key objectives and metrics. Every organization is chasing success. … 4 Develop your B2B customer journey map. … 5 Identify executional marketing tactics. …
Within this framework, specific B2B digital marketing channels are better than others, depending on the intent: Use this audience guide to inform your marketing decisions, and your strategy will drastically improve. There are six jobs, or tasks, that all B2B customers must complete throughout any B2B purchase:
Traditionally in B2B sales, there was one primary buyer. They followed a predictable, controlled path like the traditional marketing funnel template below: The typical marketing lineup included salesy, printed marketing collateral. Sales reps went to trade shows, made cold calls, and conducted business facetoface.