Strive for Success: Your B2B Marketing Strategy for 2021
Strategy is a plan for success. Without it, you’re directionless, floating through life, in a canoe without an oar. 2021 of all years, is the one you must get right. The pandemic and Brexit have both created an almost inhospitable ‘no man’s land’ of a market atmosphere. Don’t leave your marketing up to fate, plan your strategy well in advance to give yourself the best possible chance for success.
But where to start? Use this guide as a framework to plan your strategy for the coming year.
When building your strategy for the year, consider seasonality and theming periods of time. Whether it’s for a month, or a quarter; you should craft messaging surrounding similar topics to ensure your marketing is holistic across all platforms and consistent with the aims of the sales department.
To generate content ideas, always brainstorm with the whole team to utilise blue sky thinking techniques. You’ve heard the saying; two brains are better than one? Well, combining the brainpower of an entire marketing department blows two brains out of the water. After this, content ideas must be evaluated to ensure they will resonate with your target audience. If this fails, then your marketing won’t be supported, and lead generation will suffer.
Your marketing strategy must consider key trends that are likely to be present in the coming months. 2020 was a rollercoaster that no one could have predicted, but successful marketeers were able to adapt and craft content that was relevant to the situation. Improve your reactivity and ensure your content is up-to-date and on message for the current climate.
Meeting your Targets
Sales and marketing rely on meeting targets, for one to succeed the other must be diligent and hard-working. To create a harmonious symbiotic relationship, your marketing plan must reflect that of the sales plan. For example, in a print firm, they will have very well researched, clearly identifiable targeted potential clients in defined sectors which they would like to obtain. For this to be achievable, marketing departments must understand what drives these specific potential clients to run campaigns designed around their needs and wants. Consider how to drive website traffic, conversations and clicks on the website, do this by crafting content and PR to this aim.
The Importance of Planning
The importance of a marketing strategy cannot be understated. Marketing is understood by your audience as your voice, and your intentions should shine through clearly. Without a defined theme, that sits well with your sales department, your voice is lost in the crowd.
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