What is a B2B Marketing Strategy and Where Do You Start?

When conceptualizing a marketing strategy, it's important to align on definitions to ensure we're speaking the same language. A marketing strategy outlines your long-term goals and the path to achieve them. This is distinct from the tactics used to implement the strategy, though these terms are sometimes confused.

A well-defined marketing strategy establishes the direction for your product or service. To create this strategy, focus on answering three key questions: What, Why, and Who. These answers will shape your strategy and require internal discussions, market research, and potentially outside guidance, such as the services we provide at Anuncier.

It all starts with a strategy

The What: Your offering — whether it's a product, service, or combination of both. To clearly define this, create two descriptions:

• A detailed version — a paragraph or two explaining your offering's features, benefits, and purpose.

• A concise version — a one- or two-sentence summary that succinctly describes your offering.

The Why: Your value proposition — the core benefit your offering provides to people or businesses. This will serve as the foundation of your B2B marketing strategy. Refining your value proposition is crucial, and resources like those from the Strategyzer group can offer helpful frameworks to guide this process.

The Who: Your target audience — the group of people or businesses most likely to benefit from your offering. Identifying and clarifying this group is key to developing your strategy. Tools like an Ideal Customer Profile (ICP) can provide insights to shape this part of your strategy.

These three elements — What, Why, and Who — are interconnected, and a strong marketing strategy incorporates data and research to refine and align them.

Once your strategy is more clear, your best marketing tactics will come into focus and become

more actionable. Tactics answer the "How" and "When," focusing on the channels, messaging, and timelines needed to execute your strategy effectively.