“Marketing strategy is a series of integrated actions leading to a sustainable competitive advantage.” — John Sculley, Former Apple CEO

Marketing strategies — every business needs one, and yet so few execute them correctly.  When it comes to B2B marketing, implementing a strategy for success can seem even tougher.  Essentially, all your strategy needs to consist of is your goals and how you are going to reach them.  It is as simple as that!  There are a few different ways to get there, and we’ll explore the ones we know achieve success.  Start with the bigger picture — what are your goals as a business?  What are you hoping to achieve in six months, or a year?  Once you have established these, it’s time to get SMART and turn these into clear, actionable marketing objectives.

How to achieve your marketing objectives

“If you form a strategy without research, your brand will barely float and at the speed industries move at today, brands sink fast.” — Ryan Holmes, CEO of Hootsuite

Before you get started, it’s pivotal to think about budget, resources, manpower and time.  If there are any constraints or hurdles you know of, factor them in from the outset to ensure there are no nasty surprises further down the line.  It is also crucial to think about your audience.  Use market segmentation to establish your target market — you can find out everything you need to know about market segmentation and target market here.  Make sure you do some market research, too.  Your customers — past, present and future — are your greatest assets, so learning about their wants, needs, likes and dislikes could set you apart from your competitors.  Create a personalized marketing experience they won’t forget.

Next, it is time to set your objectives and ensure they can be met.  There is no use setting objectives and establishing goals if you don’t work towards them.  So, make sure — from the outset — that your goals are achievable.  We recommend using a SMART objectives marketing strategy template.

  • Specific

Your objective should be specific — don’t be vague or open-ended. Identify what you want to achieve and what you’ll need to be able to achieve it.

  • Measurable

Create a clear measure of what success looks like — this will help you establish what you have achieved and when by.

  • Attainable

Ensure your goals challenge you, but don’t set impossible objectives. Look at what might come between you and your goals for a foolproof plan of action.

  • Relevant

Your objectives need to be in-line with your business, and they need to be worthwhile in terms of time, effort and budget.  Be honest and prioritize what matters.

  • Time-bound

Set realistic deadlines and targets for each goal — this gives everyone involved something to work towards and ensures time is being used efficiently.

The principles of marketing

Marketers often throw around the term ‘marketing mix’, but all it really describes what a business or organization must consider to get noticed.  A set of marketing principles, established in the 1960s and updated in the 1980s, is closely associated with the marketing mix.  The principles include:

  • Product

What does your product do?  What are its features and advantages?  Think about what your customers like about your product and why they use it.

  • Price

What are your prices and how will this impact your customers?  Establish your costs and payment methods, as well as considering discounts, offers and sales.

  • Place

Where do your products get seen?  Customers should be able to find you and the product they want easily.

  • Promotion

How are you going to promote your business and products so that customers are aware of it?  This will include advertising and marketing tactics.

  • People

Who are the people that work for you?  Ensuring you have the right team in place to support your business is crucial to success.

  • Process

What kind of experience do you provide to your customers?  Are you easy to deal with and efficient?  The smoother the process, the more successful you are in the long run.

  • Physical evidence

How does your business, its staff and the environment come across to customers?  Consider your branding and exactly what your customers see.

Creating a marketing strategy around your objectives

Use the information you have gathered to develop a strategy.  You know what you want to achieve — how are you going to get there?  Are you going to implement an inbound email marketing strategy to reach customers at the right time?  Are you going to develop an industry-specific marketing campaign for your target audience?  Are you going to make better use of social media marketing, embrace marketing automation, or discover personalization software?  There is no perfect answer — use the information you already have and the research you have conducted to make informed decisions.  Keep your customers at the center of what you are doing — after all, you need them to be happy to succeed.

Implementing your marketing strategy effectively

“However beautiful the strategy, you should occasionally look at the results.” — Sir Winston Churchill

The most important part of any brand strategy is seeing results.  Monitor, measure and adapt as you go — your goals, timescales and priorities are likely to change throughout the year.  Don’t be afraid to make small changes to your existing marketing plan to ensure success.  Look for gaps — where can things be made easier?  What marketing techniques can you use to achieve better results?  And what marketing tools can you use to speed up and streamline processes?  How can you ensure the most effective marketing communications for each of your key customers or prospects?

Website personalization is the final piece of the puzzle when it comes to providing a personalized marketing experience.  It works by tailoring the appearance, language and content of your website depending on the site visitor.  Webeo, for example, has access to the largest global IP address database, so websites can be tailored based on the business or organization that is viewing the website.  Impress both new and returning visitors, improve CRO and uplift page views and session duration to help work your way up the SERPs, meeting all your marketing objectives on your way to the top.  Discover the power of personalization and book a Webeo demonstration today.