Blog index

Simple and clear digital strategies: Cambridge B2B marketing seminar (download)

On Thursday 19 Oct 2017, Further and partner Polkadotfrog hosted a breakfast seminar on ‘Creating winning B2B strategies’. The session, which took place at Impington in Cambridgeshire, was attended by marketing professionals from a range of industries including finance and tech.

It was a natural choice to work with Polkadotfrog to deliver the seminar. The company, an independent recruitment specialist, is person-centred, meeting every candidate they work with. Their focus on authenticity and quality is much admired by the Further team and is the key reason we continue to work closely with them to deliver insightful seminars.

Creating winning B2B strategies


Richard Willner, Director of Digital Strategy, presented how the SOSTAC (situation analysis, objectives, strategy, tactics, model, action, control) methodology of strategy development can be used effectively in B2B marketing. His approach is centred on having logical steps to your process so that you arm yourself with the intelligence and insight necessary to offer direction.

Richard Willner presenting at pokadotfrog seminar

Read the presentation summary and download the slides below.

Situational analysis

A third of Richard’s presentation is dedicated to situational analysis – understanding where you are now is essential for understanding where you can go next. This section covers:

  • Customer segmentation – Creating and using customers personas. Who are your customers, why do they buy from you, how do they buy from you?
  • Keyword research – Going beyond the data to draw out commercial opportunities, spot content gaps and analyse website structures.
  • Competitor analysis.

Keep it simple, keep it clear


Keep it simple, keep it clear is a salient point of Richard’s presentation. Make sure your objectives are SMART (specific, measurable, attainable, relevant, time-bound). Your measurement and key performance indicators must link to your objectives – an obvious yet often overlooked fact.


The analysis you have completed should, at this stage, start to lead you down a natural path. It’s at this stage to start thinking about the marketing funnel to bring a strategic plan together. Work backwards from what you need to achieve– take your plan step by step by asking ‘how’. For more on this, check out Richard’s article on the simple way to write a strategic marketing plan by clicking here.


Quarterly planning and editorial calendars are a critical part of delivery. Each specialist service line or channel should have a top line strategic plan. For the search team, for example, this may be as simple as specifying whether the focus is on off-page or on-page optimisation.


Think about your platform and system requirements, and plan your resources carefully to ensure you get the work done on time and within budget.


Your measurement and reporting must be relevant and commercially-focused eg what do page views or click-through-rates mean in terms of return-on-investment?


Download the presentation slides


Leave a comment

* Required. Your email address will not be published.


  • Melissa Omolo / 8 months ago

    Thanks for sharing this.

Stay currentSubscribe

Sign up to our newsletter to receive the latest news and insights

Insight to behold

The latest news, views and industry insight from Further.


Let's talk

Now you know who we are and what we do, we’d love to get to know you and your brand. Give us a call or drop us a message below to see how far we can take your business.


47-49 Colegate
+44(0)1603 878240


1 Primrose Street
+44(0)20 3198 9412


Milton Hall
Ely Road, Cambridge
CB24 6WZ
+44(0)1223 786968

Stay currentSubscribe

Sign up to our newsletter to receive the latest news and insights