In this article I am excited to share the B2B Marketing Strategy Matrix that I designed. A tool that helps you make informed choices and set up an effective marketing strategy. After reading this article you can get started with it right away. Let’s dive in!
Why make a sound choice?
When I ask why companies choose a specific marketing strategy, I often get vague answers. This frustrates me, because a good strategy requires you to answer five crucial questions:
Our winning ambition: what do we want to do better than anyone else for our target group?
The playing field: where can and do we want to win?
How to win: How can we be better than the competition on that playing field?
What we need to have and be able to do: what skills and resources do we need to win?
How we organize: what systems and processes do we need to set up to support this?
If these answers reinforce each other, you’re in the right place. But often they don’t, leading to ineffective marketing strategies.
The B2B Marketing Strategy Matrix
The B2B Marketing Strategy Matrix helps you make sound choices. An important insight is that you often do not have to choose a single strategy, but a combination of strategies.
The B2B Marketing Strategy Matrix
The horizontal axis: purchasing process
On the left side of the horizontal axis is a short and easy buying process with little risk and no personalization. Products in this category are easy to try and carry little risk.
On the right you see a complex and long buying process email data with a lot of risk. And where a lot of personalization is needed due to the involvement of different stakeholders. This is typical for B2B.
The vertical axis: market size and turnover per customer
On the vertical axis we see a small market Използвайте социалните медии, за да увеличите видимостта си онлайн at the top with a high turnover per customer. At the bottom is a large market with a low turnover per customer.
Typical marketing strategies:
Product-led growth (PLG). Suitable for large by lists markets with low turnover per customer and a short buying process.
Lead generation and outbound marketing. Suitable for a short buying process with little risk.
Demand generation. Suitable for complex and long purchasing processes.
Account based marketing (ABM). Ideal for small markets with high turnover per customer and a complex buying process.
