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How to build a B2B marketing plan?


A B2B marketing plan allows you to define and implement all the actions that will help you achieve your sales goals over a given period. It details every step, from determining your target to observing your results. Your employees have a clear roadmap and know what they have to do. Thanks to it, the results obtained will put you all in the management’s little papers! So open your notepad, take your four-color pen and write down each ingredient essential to an effective marketing recipe!

Do a B2B market study: market and competition analysis

This step is very important. It gives you an overview of the situation of your company, and helps you better understand your competitors.

The SWOT method

This analysis establishes an internal and external diagnosis of the situation. This English acronym stands for “strengths / weaknesses / opportunities / threats”. The internal level relates to the strengths and weaknesses of your business. By knowing where your skills and know-how lie, you will gain the advantage over your competition. You will also detect your shortcomings, and can act to remedy them. Externally, you find opportunities and threats. The former indicate potential avenues for growth, the latter the obstacles you are likely to encounter.

PESTEL analysis

This external analysis is based on the 6 pillars of the company: Political, Economic, Sociocultural, Technological, Ecological and Legal.

The competition benchmark

This step of your marketing action plan allows you to analyze your products / services, and to collect the opinions of your customers and those of experts. This will enlighten you on your positioning and the view that people outside your company have on it.

Define objectives using the SMART method

The acronym SMART comes from the English Specific, Measurable, Achievable, Relevant and Time-bound. In French, this gives Specific, Measurable, Accepted, and Realistic and temporarily defined.
The SMART method ensures that the goals of your marketing plan align with those of sales. To do this, check that each of them is validated by the SMART criteria.

Define commercial targets

There’s no point in setting high goals if you aren’t aiming for the right target. To avoid pitfalls, start by “spotting” and prioritizing them. These targets defined, specify some important characteristics. Collect data:
• Socio-demographic: age, sex, level of education, etc.
• Their role in the purchasing decision: decision maker, user, prescriber …
• His big challenges , his pains , his professional goals …
• His brakes , his objections
• The best pitch to convince him …
Another important criterion to take into account is that of preferred channels. Is your target present on LinkedIn? How does your target usually get information: trade fair, web magazine, specialized press? If you are planning to invest in paid campaigns, this data will save you money and time.
These buyer personas describe your future customers. The more you know them, the better you will know how to approach and seduce them!

Define an action plan

Develop marketing actions

After validating the previous steps, move on to defining your marketing actions. Carried out over a defined period of time, they promote your product or service. The objective of these actions is to allow you to align your marketing with your sales, to obtain more traffic on your site, to improve your brand image, you will soon be able to use performance indicators (Keyword Performance Indicator) to measure the benefits of these actions for your black turmeric buyers company.

Choose the relevant marketing levers

These different levers constitute your “playing field”. In B2B, we identify:
• Content creation;
• The animation of the site;
• Natural referencing;
• Social networks ;
• Emailing;
• Advertising campaigns (AdWords, Facebook ads, LinkedIn);
• Press relations …

Plan actions and define the marketing budget

Plan the launch of actions

For an efficient and optimal schedule, we advise you to anticipate your actions over at least one year.

Establish the marketing plan of your budget

Each of the channels on which you will intervene will represent a sum to be spent. Also, it is essential to have an overview of the sharing of your budget over the entire duration of your actions. The most effective way to know how much to allocate to your marketing action plan is to measure how much each dollar invested earns you. You will thus know how many contacts per year are necessary for you to reach the turnover that you have set for yourself. This “technique” is also valid in cases where the budget is defined each quarter.

Measure the performance of marketing actions

Define monitoring KPIs

To check the relevance of your marketing plan, refer to performance indicators (KPIs). The number of visitors to your site as well as the conversion rate of visitors to leads remain the two most important. Other KPIs will be useful to you, such as the bounce rate, the number of pages visited, the average time of a visit, the sources of your traffic, the number of visits from search engines or even your brand awareness. .

Use tools to measure your KPIs

The Google Analytics console accurately measures what is happening on your site (traffic, possible optimizations, etc.). Tag Manager analyzes your traffic and gives you optimization indications. It updates the tags and pieces of code on the pages of your site. Marketing automation tools will save you time by doing repetitive tasks for you.

A marketing plan can change over time. If you notice that such an ingredient does not provide enough flavor, adjust the doses or replace it. And remember you are not alone! Knowing how to read a recipe isn’t always enough to find the perfect balance between texture and flavor. In case of persistent difficulties, do not hesitate to contact our teams to guide you in your digital marketing strategy…