Every CMO must align their marketing plans with their strategic business goals to start their strategic marketing planning.
The B2B CMO is responsible for the strategic marketing planning that evolves into business goals and objectives, mission statement, market share, marketing goals, marketing budget, target markets, market segment, product, and services–the marketing plan.
Marketing to another business may seem complicated. When your buyer is a different company and not a person, it challenging to come up with a strategy that resonates with them.
However, if your plan is to get new business from your B2B strategy, then your campaigns need not be so different from a B2C campaign. You want sales funnels that are automated and scalable delivering quality sales leads predictability.
You will need to start with your strategic marketing planning process, business plan, and strategic plans.
As a CMO, creating a B2B marketing strategy should be about appealing to your potential ideal customers. Once you understand their problem, present a solid solution, and give them above-average customer service now you have a recipe for success!
So, if you’re looking to create a proper B2B marketing strategy for your business, below are the seven best tips you can follow.
#1: Create a Buyer Persona
If you want to maximize your campaign reach and get your content seen by the target audience, then it’s crucial to get to know your consumers beyond demographics.
For a B2B brand, your ideal consumer is not only the brand but also its decision-maker. To get a company to buy your products, you must connect with the human on the other end. That means creating a buyer persona that identifies who that person is.
Once you’ve created a detailed buyer persona, you’ll have the ability to identify who the buyer is, what they do, and what problems your products can help them solve.
#2: Determine Your Goals
For your B2B marketing to succeed, you must identify what makes it successful.
If you say you want to generate more website leads, how will you know for sure if you’ve accomplished that goal?
Are you just looking for one lead or hundreds and thousands of new leads?
By setting goals, you can look at the bigger picture in bite-size pieces. We know that you want to reach your goal but setting smaller goals will encourage you to get there even faster.
#3: Develop Brand Messaging and Your Strategic Marketing Planning
Your brand messaging allows your company to have a unique voice. It gives you an opportunity to connect with your target audience and show them your personality.
By humanizing your company and showing you’ve thought long enough about how to position yourself, your brand messaging will provide you with a better opportunity to build trust with your buyer.
Think about message alignment. Your message should be delivered when the customer wants it. Is your brand messaging aligned with our customer’s buying journey?
#4: Be Your Sales Team’s Best Buddy
We cannot stress enough the significance of sales and marketing being in sync with one another. Yet, at many companies, they engage in conflict.
The strategic marketing planning process should include both parties to spark constructive debate and alignment.
When you as the CMO understand your sales team’s objectives, you’ll see a noticeable improvement in your ability to generate leads for them.
The sales team must address the work marketing is putting in to bring those qualified leads to the table. Also, something needs to be done with those leads, for instance, tracking them in a customer relationship management (CRM) system like Salesforce throughout their buying process.
Remember, the more trust you build, and the stronger the relationship is between the two parties, the more effective you’ll both be.
Try establishing a special bond with your team members. Tell them ways to increase their productivity and share health tips with them like tools to help with productivity, a sales tip, or avoid long chair time, etc.
#5: Challenge Your Brand’s, Marketing Norm
For a long time, B2B marketing was all about trade shows, trade journal ads, and rounds of golf. It’s still a part of the mix, but most of us now start our research online.
When was the last time your product marketing manager road along with your top sales reps for a day or two? Get people involved with the strategic marketing planning process. You get faster and better buy-in.
Let’s be honest here; over 75% of your customers are far along in the research process before your sales team can even have time to shake their hands at the trade show. So, as a CMO, it’s your duty to ensure your site has already started the sales process for you while educating your prospects.
Shift the mindset of your marketing and challenge the traditional approach. Just because your business has done it in the past, doesn’t mean it’s the right way to go for it.
#6: Create a Content Calendar
A content calendar is a staple for B2B or any marketing plan. To inspect your entire content strategy, you can make sure you’re always up-to-date and covering all the necessary and appropriate topics.
You and your team can check the content calendar to see what content needs to be created and what needs to be posted.
Wondering how to create a content calendar?
Don’t worry. There are already several templates available online to create a content calendar! Just make sure you’ve picked the right one!
#7: Conduct a SWOT Analysis
Your strategic marketing planning should have a fresh SWOT to support your strategic marketing planning and marketing strategy.
A SWOT analysis lets you determine the strengths, weaknesses, opportunities, and threats to your brand in the marketplace.
Your company may have completed a SWOT analysis before to help create their marketing strategy. It allows them to get a better view of what’s already out there and how they can and should position their brand.
When finishing your SWOT analysis, inspect your business and see what challenges you may face during the campaign. By identifying those difficulties before your marketing campaign is live, you can create a backup plan. This will assist you on course and ensure that you’re well-prepared if you run into any problems.
Wrapping Up on Strategic Marketing Planning
So, these were some of the best B2B strategic marketing planning tips for a CMO.
Remember, you as a CMO are just one individual. Your precious time and energy shouldn’t be spent adding pages to a site built in early 2000 or making print ads in PowerPoint. Your number one task is a marketing strategy and the result of your hard work should be qualified lead generation.
That’s not a small task. It requires your full attention. Make sure you’ve gone through all the above tips and developed a proper B2B marketing strategy in 2019.
What is a strategic marketing plan?
Strategic Marketing Planning is creating a plan that facilitates a common understanding among all stakeholders in an organization. The marketing plan informs management decisions, the behavior of the employees towards institutional goals, and the response among current and potential clients.
Why do I need a strategic marketing plan?
Building your marketing plan is no simple task. The marketing plan must provide a strategy to transform business objectives into marketing tactics with specific business outcomes.
How do I start creating a marketing plan?
Use These 7 Steps to Create a Marketing Plan
Step 1: Take a snapshot of your company’s current situation.
Step 2. Do your primary and secondary research.
Step 3: Define your target audience.
Step 4: Make a list of your marketing goals.
Step 5: Research marketing tactics.
Step 6: Set your marketing budget.
Step 7: Monitor and adjust.
Gary Peterson is working at NCSM. He was born and raised in New York. Gary is a professional writer who specializes in SEO, social problems, email marketing, and healthcare. He likes traveling and taking gorgeous photos of nature. Rock music is something that inspires him. Feel free to connect with him on Twitter.
Updated in 2021