What's the Role of Marketing Strategy in Building a B2B Business?

If you’re launching a B2B product or service without a solid marketing strategy… trust me, you’re throwing money down the drain.

My name is Mitka, and I specialize in crafting highly-converting strategies for small to mid-sized B2B businesses.

Today, I’ll tell you about 3 aspects of a well-crafted marketing strategy. They are essential for generating leads but also answering key questions about your business.

So, what does a successful marketing strategy look like?

1. Business Level

First up, on the business level, we need to ensure that people ACTUALLY want what you’re selling. Does your product or service solve A REAL problem? It’s crucial that it delivers value for, and even beyond, the price you’re asking. Clear positioning is the first step you simply can’t afford to skip.

Also, think about usability. Even the best marketing can't save a product that’s a pain in the ass to use.

I’ve seen it happen - we do our job and generate leads for a product trial. Bit in the end, users simply don’t convert as they don’t see the value in the product, or find it too complex to use daily and justify the spend.

Marketing is here to answer the questions of product-market fit and positioning, as well as assisting in the journey to developing an easily-adoptable product. Use it!

2. Marketing Level

Next, let’s talk about brand appeal. Are you hitting the right notes with your messaging? You need to connect with potential clients by addressing their specific pain points and clearly explaining the benefits they’ll gain from your product.

Knowing who your target audience is and who you’re talking to is key. I’ll repeat this day in and day out, but you have to have clear objectives and a tactics roadmap for how to reach them! Without this clarity, your marketing efforts will simply miss the mark and cost you precious resources.

A great marketing strategy serves to tie business goals to tactics in a scalable way.

3. Optimization Tactics

Finally, if you’ve nailed the first two aspects, it’s time to optimize your tactics. Your marketer, whether it’s in-house, an agency, or a freelancer, should know the ins and outs of the platforms they’re using.

This is where you really drive your marketing machine efficiently. Think CTAs, bidding strategies, budgeting, conversion optimization, and the king of it all - tracking and analyzing results. Great marketers are also keen on creative problem-solving and see the bigger picture.

To put this into perspective, imagine you're hosting a party. Your business level is about making sure you have a guest list and there's an exciting reason for people to come. Your marketing level should build a vehicle to take the attendees to the party. And optimization tactics? That’s having someone who can drive that party bus at optimal speed to ensure everyone enjoys the ride AND arrives at your place.

Mind you, there IS such a thing as driving that bus too fast.

I hope this quick explainer helps make your marketing decisions easier. In case you need a nudge - WiiN Digital and I are here to build a strategy that works for your business.

As always, below is a link to our free marketing audit!