B2B Strategic Marketing Planning

Once market research or a situation analysis has been done, a strategic marketing plan is developed. The strategic plan includes what markets to target and why, how to position the company and product in the current environment, how to maximize core competencies and build new opportunities, what sales and marketing distribution strategies are most appropriate, and recommended pricing strategies.

B2B Marketing Brainstorm Sessions

There’s a goldmine in your company that you may not be tapping – it’s your employees. Brainstorming on marketing with employees from sales, marketing, customer service, and other departments can be incredibly eye-opening and beneficial.

We start with business goals and drill down to identify the strategies and tactics that will support the goals. We have open discussions of what’s working and not working. Because New Incite has an understanding of traditional marketing tactics such as trade shows, advertising, direct mail and PR as well as online marketing tactics such as web sites, search engine optimization, social networks, inbound marketing and lead nurturing, we can facilitate the discussion to encourage open discussions about new tactics and new opportunities.

We make sure to enforce the golden rule of brainstorming, “There are no bad ideas.” In addition, we make every effort to guard against marketing myopia (“We’ve always done it that way”) or Not Invented Here (NIH) syndrome (“We didn’t invent it, therefore we can’t use it”) and generate open discussions that lead to positive change.

New Incite provides a report on the brainstorming session, including raw brainstorming ideas, strategic insights and directions that the group supports.

Written B2B Marketing Plan

The value of written marketing plans is that it helps keep everyone “on the same page” about what marketing activities need to be done, why, when, how and what the cost will be. The marketing plan is a good document for client sign-off before implementation begins.

Based on research, analysis, and brainstorming, New Incite creates a written, tactical marketing plan. The tactical marketing plan includes an executive summary, description of overall business objectives, and the specific objective, action plan, task list, expected results, estimated cost and measurement metric for each marketing activity. Importantly, each marketing activity is tied back to one of the overall business objectives.

Included in the marketing plan is a timeline (presented in the form of a Gantt chart) that shows each tactic, when it will occur, who will do the tactic, expected results and what it will cost. The Gantt chart timeline is a one-page picture of the written marketing plan that at a glance shows you where you are and what you need to do to execute your marketing plan.