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.
Read the presentation summary and download the slides below.
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