B2B Marketing Strategies Consulting
Marketing is much more than promotion or websites
For more than 18 years we have developed marketing strategies and marketing plans for small and mid-size B2B firms. We’re experienced B2B marketing strategies consultants who can help you create an effective marketing plan to generate leads and fill the sales pipeline.
Doing marketing right involves a lot more than advertising, promotion, websites, and lead generation. It is not difficult to spend big budgets on advertising and lead generation. But, is it working?
You have to start with the basics. We call it “Real Marketing” – making key decisions about which customers to serve, what to sell, and how to stand out from the competition.
What Is Marketing Strategy?
In essence, marketing strategy deals with attracting, serving, and keeping the right customers. A “we sell to anybody” approach just doesn’t work. Not every potential customer is the right one for your firm.
At the heart of any sound marketing strategy are these basic questions:
- Which markets do we sell to?
- Which markets do we avoid?
- What is our differentiation?
- What is our Value Proposition?
- Which products do we sell?
- What price do we charge?
- How to sell & distribute?
- How do we create awareness?
If you don’t have clear answers to these questions your firm lacks a marketing strategy.
As B2B marketing strategy consultants, we’ll work on finding answers to these questions to develop a marketing strategy that improves your firm’s competitive position.
B2B Marketing Strategies Development
Before you think about the “HOW”, you need to consider the key question of “WHAT” the firm needs to do to be successful.
Launching all kinds of marketing programs does not make a lot of sense if you don’t know what you’re trying to achieve and why in the first place. Throwing money at marketing is easy. Getting results not so much.
Developing a sound B2B marketing strategy involves addressing topics such as:
- Strengths and weaknesses
- Opportunities and threats
- Competitive advantage
- Target markets
- Differentiation & positioning
- Value Proposition
- Products and services
- Sales & distribution
- Key trends
- Advertising & promotion
- Lead generation
As your B2B marketing strategy consultants, we work in a collaborative, hands-on approach to gather information, conduct analysis, and carefully evaluate your options. This all leads to smart decisions to give your firm an advantage in the marketplace.
To create a competitive marketing strategy we follow this proven process:
An in-depth evaluation of the company’s capabilities, strengths and weaknesses, and goals. The analysis also includes a review of customers, their needs, buying behavior and preferences, customer profitability, competitors, and key trends in the industry.
Marketing Strategy Formulation
In this phase, the actual marketing strategy is formulated. In a hands-on, collaborative approach we analyze current and potential market segments to determine which markets present the best growth opportunities.
A clear definition of which markets to serve, and on the flip side, which markets not to serve (or exit), is one of the most important decisions you can make for your business.
Also, you need to consider how to position and differentiate your firm and the Value Proposition. Think of this as your firm’s “Elevator Speech”.
Marketing Mix Decisions
Once the marketing strategy has been defined, it becomes more tangible by making detailed decisions about what to sell, at what price, how to sell, and how to promote your firm and what it sells.
And, if you have a services business, you need to think about the necessary skills and training of your employees, the service delivery processes, as well as the “look & feel” of your business.
Marketing Plan Development
Next, we work with you on creating the marketing plan. This is a detailed action plan that spells out the specifics of the “what, why, how, who, when, and how much” for all marketing activities. Think of it as your firm’s marketing playbook.
Marketing Plan Implementation
The best marketing strategy is worthless if you don’t implement it. Success comes from the skillful execution of the marketing plan and monitoring the outcome of the marketing activities. Also, you’ll need to make adjustments to the plan because of changes in the economic climate, customer buying preferences, competitor activity, and so on.
If needed, we’ll support you with the marketing plan implementation to make sure it stays on track. In addition, we can provide hands-on management and planning support for marketing communications and lead generation.
Don’t Need a Complete Marketing Plan?
Perhaps you’re not looking for a fully fleshed-out marketing plan, but you do want advice on certain facets of your marketing strategy. We can conduct marketing research and analysis in areas such as:
- SWOT & PESTLE analysis
- Market segmentation
- Target market selection
- Industry analysis
- Competitive analysis
- Customer analysis and surveys
- Differentiation and positioning
- Value Proposition formulation
- Product and service definition
- Product portfolio analysis
- Pricing strategies
- Sales & distribution strategies
- Advertising and promotion
- Lead generation strategies
- Go-to-market strategies
- Product launch planning