I want to give you a really simple framework for building your B2B marketing strategy. These are the three elements you need to keep in mind when you’re planning for the year, the quarter, whatever:
1. Goals – how does marketing drive business?
Look, there are a million different ways to approach marketing. But ultimately, it all starts with your goal. What’s the goal of marketing? What’s the purpose of marketing inside the business? You need to know what you’re working towards to inform what you do. So if your overarching goal as a marketing team is to generate $1,000,000 in new pipeline in Q1, then you need to frame your marketing activities around that goal.
2. Strategy – how are you going to reach your goals?
Once you have your goal, you have to be strategic about how you’re going to reach it. Let’s stick with the million dollars in new pipe goal. What’s your strategy? Are you going to target a named account list of 100 big companies to sell to? Or will you be trying to drive free trials among a larger audience and push prospects through your funnel that way? This is why marketing needs to have a seat at the executive table. You need to be informed about the company strategy and goals in order to develop your marketing plan.
3. Tactics – how are you going to execute your strategy?
Finally, you have the tactics. This is the day-to-day grind. What activities are you going to do this quarter, this month, this week, etc. to execute on your strategy and serve your goals? What channels will you use? What will your CTA’s be? These are the little things you need to be thinking about in the larger context of your marketing strategy.
There is so much nuance in developing a marketing strategy and picking the right tactics. Then there’s the millions of technology and platform questions I see in DGMG every day. But none of that really matters. Your strategy is all about these 3 elements.
So much of what I see in DGMG and in working with startups relates specifically to the first two, goals and strategy. I can’t help you with the tactics if you don’t have a clearly defined strategy (ex: Enterprise vs. Freemium).
And it’s impossible to develop a sound strategy for marketing without clearly defined goals for marketing from the BUSINESS. Not something you think up while marooned on marketing island. But goals that serve the company as a whole.
Marketing’s goal in the business is to make sales easier. Great, start from there. It’s not about the tools, tech, AI, this, that, or the other thing. For most of us, it comes down to having clear goals + strategy, then picking the right tactics to execute.