Marketing strategy for B2B companies that you can actually manage
A marketing strategy for companies that need to know whom and how to sell to and how much to invest: when launching a product, entering a market, or when marketing has stopped bringing sales.
A marketing strategy decides whom you sell to, what and how, and why customers buy from you. It covers target groups, positioning, offer, channels, budget and measurable goals.
A strategy is not the same as a marketing plan or promotion. The strategy sets the direction, the plan details the activities and promotion delivers them. Without a strategy, marketing becomes a set of unrelated campaigns.
Types of marketing strategies
The most common types are differentiation, segment focus, growth into a new market and cost leadership. Companies usually combine one main and one supporting strategy.
01
Differentiation
Customers pay for what competitors lack: expertise, service, technology.
02
Segment focus
Typical for B2B: a narrow industry you know better than others.
03
Growth into a new market
Go-to-market for a new product, region or segment.
04
Price and availability
Works only with a cost advantage, rarely in B2B services.
Company marketing strategy: outline template
A company marketing strategy usually has eight chapters, from situation analysis to budget and measurement.
Executive summary.
Situation analysis: market, competitors, SWOT, your results.
Business and marketing goals (SMART).
Target groups and, in B2B, the buying team.
Positioning and key message.
Marketing mix and offer.
Channels, 12-month activity plan and budget.
KPIs, measurement and reporting.
What you get
Situation analysis: market, competitors, your results and customers.
Target groups and positioning.
Channels and budget.
A 12-month marketing plan with activities and responsibilities.
KPIs and measurement understood by management and sales.
A presentation for management and the sales team.
How the strategy is created
We create a marketing strategy in five steps, usually within 4 to 8 weeks.
01
Situation, market and competitor analysis
Data on the market, competitors, your results and customers.
02
Workshop with management and sales
Goals, priorities and what a qualified enquiry means.
03
Target groups and positioning
Whom you sell to, with what message and how you stand out.
04
Channels, budget and plan
Channel mix, budget and a 12-month schedule.
05
KPIs and handover
Measurement, reporting and a presentation for management.
B2B marketing strategy: what is different
A B2B strategy deals with a buying team instead of one customer, a long sales cycle and close cooperation between marketing and sales.
That is why we involve sales, define a qualified enquiry and measure all the way to the opportunity in your CRM. More about B2B marketing.
↗Sample
Sample output
Page preview of a marketing plan [anonymised preview to be supplied]Client details are hidden.
Price depends on the number of markets and segments, the amount of data and the scope of the plan.
Project
Marketing strategy
Analysis, workshop, strategy and 12-month plan.
[from … CZK]
Project
Strategy + delivery
Strategy followed by campaigns.
[individual]
Retainer
Interim marketing director
Strategy and its long-term management.
[from … CZK / month]
?FAQ
Frequently asked questions
How long does it take to create a marketing strategy?
Usually 4 to 8 weeks from the kick-off workshop to handing over the plan. [to be confirmed]
What does a marketing plan include?
Goals and KPIs, target groups, messages, channels, a 12-month activity schedule, budget and responsibilities.
What is the difference between a strategy and a plan?
A strategy sets the direction: to whom, with what and why. A plan details the activities, deadlines and budget.
How often should a strategy be updated?
The strategy once a year, the plan quarterly based on results.
Do I need a strategy with a small budget?
Especially then. A strategy decides where to put limited money for the best return.
What are the types of marketing strategies?
Most often differentiation, segment focus, growth into a new market and cost leadership. In B2B, differentiation combined with segment focus works best.
How much does a marketing strategy cost?
It depends on the number of markets, segments and data. [range from … to … CZK] We always quote the price up front.
First consultation
Book a first consultation
We will discuss where marketing can bring you the most.
You will speak directly with the founder Pavlína Marková
