How to make a marketing plan. Requirements for B2B companies
Strategy, information and value proposition
How to make a B2B marketing plan?
For years, eminent marketing gurus from the other side of the algeria whatsapp number data 5 million Atlantic have been echoing the hidden war that exists in many companies between the sales and marketing departments . They insisted that the strategies of the departments were not aligned, and therefore neither were their objectives, which had a negative impact on the company as a whole.
These are certainly not common problems for SMEs in our environment , where the positions of Sales Director and Marketing Director are usually held by the same person, which is not necessarily negative, as long as the decision-maker is aware of the growing importance of marketing in achieving commercial objectives.
Because, after all, many companies, whether consciously or not, do marketing, at least strategically . Most have a value proposition and a range of products and services with which to serve certain customer segments.
Many of them are aware of their strategic objectives: growth, consolidating sales, penetrating certain market segments, improving profitability, diversifying through export, etc. How to achieve these objectives (what is essentially the strategy) is probably not perfectly defined, nor is there a value proposition that includes competitive advantages over the competition and that is sustainable over time.
Despite possible shortcomings, the question is usually not whether a marketing strategy exists (there will always be companies that move by inertia) but whether it is actually a mere mental framework in the head of management, whether it is well documented and known within the organization, whether there are the resources, internal skills and tools to correctly translate it into an action plan.
So, what are the requirements for developing a reliable B2B marketing plan?
At Aeroplano Lab we understand that there are three fundamental elements :
1. Analysis of the starting point or STRATEGY:Is it possible to make a plan without a well-defined strategy?
If the answer is no, the goal of this first phase should be to analyze in detail the company's value proposition , its medium and long-term strategic objectives and reach a consensus among all the people involved within the organization. If management knows the path to follow, a brief analysis is very important in order to document and develop an operational approach to the right market.
As an example, this analysis is essential to be able to design a corporate website that is perfectly consistent with the company's strategic objectives and the needs of its customer segments, as well as the relationship between different business units.
Therefore, the aim of this brief analysis is to :
Document the company's strategy and value proposition.
Define the requirements of the corporate website.
Define the parameters of a future CRM.
Define your strategy here.
2. Digitization and automation of COMMERCIAL INFORMATION:
There are currently a large number of CRM tools on the market (the translation of the acronym in English would be “Customer Relationship Management”) that allow you to optimize the management of commercial and marketing information that any company generates daily on a single platform.
What can you get from a CRM?
Group all commercial information in a single space that is accessible to all members of the company. This way, all customer data can be concentrated and a complete view can be obtained, either individually or in aggregate.
Define tasks for each client and/or contact.
Classify customers according to their profile or characteristics (by sector of activity, if they are a prescriber, based on the interest they show in the services, etc.). Basically, you can segment customers based on any area that you define previously and obtain useful information to manage marketing or sales campaigns to specific customer segments.
