Do You Want To Be An Effective Marketer?

Effective B2B Marketing

Business to business marketing is quite different from marketing to consumers. It involves different challenges and requires a different approach.

In order to succeed in a B2B market, you require a structured approach with a clear direction, based on the factors in the market and the capabilities that your organisation has available. It requires a clear B2B marketing plan that is aligned with your organization’s strategy and brand. 

Here are some tips that will help you to deliver more effective B2B marketing outcomes.

1. Make your company market-focused. Look outwards at the market and understand the market-drivers, customers and competitors and how they are behaving. Then, from that knowledge you can identify the key success factors that you will need to meet in order to succeed in the market.
2. After you have discovered the market key success factors then you should look inwardly, at your organization’s value chain, to discover the capabilities you have, and those that you will need, in order to meet the market key success factors.
3. Once you know the key success factors and the limitations of your organisation’s capabilities, you can then construct SMART marketing objectives that are designed to deliver the results that you wish to achieve in the market.
4. Then, you should design a marketing strategy that is aligned with the market and how it is changing. Make sure that it can be understood by everyone in your organization.  They all play a part in making your marketing strategy work, so it is essential that they all understand it from a common point of view.
5. Be very clear about who you will target in your strategy. Make sure that you accurately segment target groups and specific decision makers that you will need to engage with. Prioritize the target groups and understand how important they are, and why they are important to your organization’s success.  Once you have done that, you should then identify the specific tasks that you need to achieve with each of the target groups, or individuals, that you will be targeting. 
6. Then, you should construct a marketing mix that uses the 7Ps of marketing to create sustainable profitable differential advantage in your market. In B2B marketing you should consider, not only the products that you will offer, but also solutions that can help to add value for the customers. Using an understanding of the target group’s challenges, the gaps in their capabilities, and their needs, you can construct a marketing mix that is specifically designed to deliver superior value to that target group.
7. When you have created your marketing mix you will also need to define how you are going to measure the outcomes that you achieve, on a weekly, monthly, or quarterly basis. This will enable you to identify how effective your marketing plan is, so that you can change your marketing activities and direction when necessary, to meet changes in the market.
8. Also, look at the financial impact that your B2B marketing plan is having and budget correctly to deliver the sales revenue, profits and cash flow that your organization requires.

It is essential to develop a market focused mind-set to understand the elements that exist in the market and their potential impact on your organisation’s success. Then identify how you will align your organization’s internal capabilities to succeed in the market.

You will need a clear structure and process to follow so that you can co-ordinate and implement the right actions in the market. You will also need the right tools and principles and understand how to apply them effectively in a B2B market.

By attending the effective B2B marketing course, you can acquire the knowledge, tools, principles and structure to improve the effectiveness of marketing for your organization.

A major factor in helping you to achieve a highly practical and beneficial outcome from this course, is the fact that it uses many real-life examples of successful and effective marketing in B2B markets globally.

For more information on this course, please visit Effective Business 2 Business (B2B) Marketing

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