Let’s kick this article off by providing you with some context:
- An HR company in a B2B environment can be complicated in terms of the organisation of its business units.
- Decisions are taken by different persons (the projects managers) who have their own expectations and needs.
- In order to create consistency in the marketing approach, we had to regroup all needs and translate them into strategies and actions that respond to the different department objectives.
- Facing the large amount of information and demands, we proposed to the customer to build and create a strategic and detailed marketing plan.
- This plan had to contain tactical actions which could be done to meet the various objectives coming from the different sub-departments.
- The objectives of the departments, given in figures, had to be translated into marketing objectives relating to the B2B environment (get, keep, increase).
- step 1: Describe the business unit in terms of marketing: vision, mission, main activities, customer profiles, rate of cross selling…
- step 2: Analyse each department : its challenges, possible segmentation, positioning statement, existing products and services.
- step 3: Summarise the business objectives per department and activity, prioritise them and translate them into marketing objectives ( get, keep, increase). Knowing the global marketing budget allowed for the business unit, split it regarding the business priorities.
- step 4: Define specific marketing campaig,s facing the objectives, the split of budget and calculate the estimated ROI of each action.
- step 5: Timeline the campaigns.
Examples of actions per marketing objective in a B2B market:
- Get: email (or DM action per e-mail) to prospects which defines the different services + an advantage to become customer (reduction or free service) + call to action.
- Keep: seminars, loyalty events, workshops, relational events.
- Increase: propose a complementary service to existing customers.
Key success factors:
In a B2B complex environment with a large amount of information and objectives, the first key is to develop a “helicopter” view of the business to define the priorities.
Only after this analysis, you can propose a tactical marketing plan that can be implemented in order to achieve the business objectives and the ROI.