<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=349935452247528&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

What to Include in Your Business to Business Marketing Plan

Dec. 21, 2017 | Posted by The Alternative Board
B2B Marketing Plan

Nowhere is the celebrated “buyer’s journey” more relevant than with B2B companies and their customers. With the vast array of digital resources at their command, these customers embark on the journey by conducting extensive research, comparing companies and exploring social media—sometimes well before they make direct contact with the business they’re most interested in.

As a result, B2B companies need to “up” their marketing game, in order to be ready when the buyer’s journey leads to them. Here are tips for key elements and action steps for a marketing plan that keeps your business “top of mind” for current and prospective customers:

Focus on your core audience.

Some businesses try—and generally fail—to be all things for all customers. An effective marketing plan should focus on a clearly defined customer segment, so as to avoid diluting the appeal and effectiveness of a company’s key products or services.

Tailor content to meet that audience’s needs.

The type of content you offer to customers (website, blog posts, articles, white papers, etc.) is a crucial element of any marketing plan. This, in turn, means thoroughly understanding what drives your customers—their needs, desires, pain points, etc.

“You need to know how your buyers like to buy and what they respond to,” notes Forbes contributor AJ Agrawal. “This will put you in the best possible position to sway them to making a purchase.”

Creating a comprehensive buyer’s persona to help with both marketing and sales leads is one highly effective way to ensure you’re hitting the right note in your content efforts.

Refresh the content and design of your website.

Remember, the buyer’s journey almost always includes a visit to your B2B website. It’s in your company’s best interests to ensure that a consistent and appealing marketing message is built into virtually every page on that site. Don’t let old material or an unchanging homepage discourage potential interest.

Want additional insight? Read 4 Step Guide to Strategic Planning now to learn more

DOWNLOAD

As always, your site must also be user-friendly and informative (meaning, little or no fluff!), with a focus on how your products or services benefit the customer, as opposed to making your company look good.

Commit to a strong social media presence.

Buyers will usually check out your company’s presence on LinkedIn, Facebook, Twitter and other industry-specific social networking sites. If you’re not already doing so, 2018 is the right time to commit to an in-depth social media marketing strategy. This can include:

  • Using social media to gather data on customer preferences
  • Becoming an industry thought leader through high-quality, customer-focused content
  • Engaging in two-way communications with customers and prospects
  • Monitoring online discussions of your industry

Your B2B marketing plan should specify the kinds of social media initiatives and activities planned for the new year and, ideally, assign this key responsibility to an individual or team with experience in this area.

Write a plan that’s clear and accessible throughout the company.

While assembling the B2B marketing plan, keep in mind that shifting industry conditions may require a re-examination of basic ideas and strategies throughout the coming year. Consider assigning a knowledgeable team member with the responsibility to review the plan on a regular basis—identifying those elements and marketing goals that still make sense to pursue and refining other strategies that may have been rendered irrelevant by new market conditions.

The “marketing environment is always dynamic,” notes marketing technology expert Anita Brearton. “Create your strategy and plans in a way so you can adjust quickly to changing marketing conditions and customer requirements.”

Want to learn more about marketing and planning for your business? Find out if a TAB Board is right for you!

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board

Related posts

Time-Saving Tips for Hyper-Busy Business Leaders
Apr. 13, 2021 | Posted by The Alternative Board
There may be only 24 hours in a day, but with effective time management, business leaders can get a lot done within that limited timeframe. The key is taking steps to eliminate clutter and...
5 Tips for Hosting a Virtual Conference
Feb. 23, 2021 | Posted by The Alternative Board
The business landscape has undergone seismic changes since the beginning of the pandemic. Workplace environments are being re-evaluated, with potentially huge implications around the corner. Another...
3 Tips on Vetting Your Most Promising Job Candidates
Feb. 4, 2021 | Posted by The Alternative Board
It would be nice to think that every applicant to a job opening at your business is always telling the truth in their resumes, during their interviews, and throughout the hiring process....
3 Tips for Rethinking Your Business Model
Feb. 2, 2021 | Posted by Phil Spensieri
One of the important lessons the COVID-19 pandemic has taught many business owners is that business agility is a key component to running a successful business. Business owners are challenged more...
The Difference Between a Strategic Plan and a Business Plan
Jan. 14, 2021 | Posted by The Alternative Board
Every business needs a strategic plan. Every business needs a business plan. It’s knowing precisely what each plan entails and when that plan can be of most use that makes the difference between...
Improving Your Accounts Receivables Process
Jan. 8, 2021 | Posted by The Alternative Board
Most businesses offer a solution to problems or otherwise fulfill a need experienced by their target audience. They can only go on doing this if—in exchange for delivering a valued good or...
Why You Need a Strategic Planning Session
Jan. 5, 2021 | Posted by Phil Spensieri
Kick off your business in 2021 on the right foot by starting at the foundation of every successful business: strategy. Strategy is even more important for your business after the year we all had last...
Now is a Good Time to Cut Business Expenditures
Dec. 30, 2020 | Posted by The Alternative Board
In “normal” times, businesses often face the challenge of reducing expenditures while maintaining efficiency and productivity within their business operations. As we have noted before, “excessive...
How to Build Innovation Through Strategic Planning
Dec. 22, 2020 | Posted by The Alternative Board
At this point, not a lot can be predicted about how businesses will fare in 2021. But one thing’s for sure—innovation, the ability to come up with new products, upgrades, and other breakthroughs,...
12 Ways to Make Budgeting And Forecasting Easier
Dec. 21, 2020 | Posted by The Alternative Board
Building and implementing a budgeting and forecasting process is critical to revenue growth. In today's fiercely disruptive and competitive world, the importance of such an approach cannot be...