The 3-Step Marketing Strategy
Step 1: Marketing Planning
In the marketing planning step, your company will develop brand, campaign, budget and data plans that will allow you to make your numbers and reach your goal. You’ll know what budget is needed to set you up for success and how your products and solutions will solve customer problems. You’ll determine which campaigns to run, the content needed to attract buyers and what data you’ll need along the way to help you make decisions. With the right plans in place, you’ll improve your chances of success.
Phase 1: B2B Branding
Create an inspiring brand that influences your customers and prospects to go from the problematic status quo to the opportunity-filled future. This is accomplished by solving their biggest problem by using the solution they purchased from you.
Phase 2: Digital Planning
Leveraging digital channels to reach customers and promote your brand.
Phase 3: Campaign Planning
Capture the attention of customers and prospects through well-planning marketing campaigns.
Phase 4: Content Planning
Earn brand preference by satisfying the information needs of your target customers and prospects with relevant content.
Phase 5: Budget Planning
Allocate your marketing budget to the accounts with the most revenue potential and the highest propensity to spend.
Step 2: Marketing Execution
In the execution step, your company will execute the strategy by focusing on product marketing, content production, campaign execution, lead management execution and field marketing. Now is the time to determine how you’ll produce content to meet the needs of marketing and sales. You need to execute campaigns and the lead management process to produce sales-ready leads. You also need to figure out how you’ll enable the sales team. The data from the planning step, which is needed for decision-making, needs to be visible through reporting throughout execution. Done correctly, this will begin to bring your marketing strategy to life.
Phase 6: Account Based Marketing
Focus Marketing resources on the most important accounts.
Phase 7: Lead Generation
Generate enough leads for the Sales team to exceed the revenue objectives.
Phase 8: Customer Marketing
Grow revenues from existing customers.
Phase 9: Partner Marketing
Increase your mindshare and wallet share with each of your channel partners.
Phase 10: Advocate Management
Listen to and harness positive feedback from your current customers to promote success stories to your prospects.
Step 3: Marketing Support
In the support step, you will help the marketing team’s effectiveness by reducing their non-program responsibilities and streamline the operation. With marketing operations you will improve the efficiency of the team through process, technology, metrics, and best practices. With systems you remove the administrative burden by automating core marketing processes.
Phase 11: Marketing Roles & Responsibilities
Determine the right roles, number of headcount, and organizational chart required to run a best-in-class marketing team.
Phase 12: Product Marketing
Translate product features into value messaging that resonates with Buyers.
Phase 13: Field Marketing
Integrate corporate Marketing with Sales by executing marketing tactics in the field.
Phase 14: Marketing Data
Analyze data collected through customer interactions to provide predictive guidance for future direction.
Phase 15: Marketing Tech Stack
Build a scalable technology ecosystem to support the digital and decision-making needs of the Marketing team.