Don’t Put B2B Marketing Tactics before Strategic Analysis

by Jennifer Beever

Horse and cartToo many business people jump right into tactics when it comes to marketing. They think that all they need to do is  get the word out about a product or service and people will buy.

Build it and they will come! But this is why a lot of marketing – and a lot of businesses – fail.

Executing marketing tactics before you’ve analyzed whether or not there is a target market that wants or needs your product is like putting the cart before the horse. You’re not going to get where you’re going without the analysis at some point. Here’s what you need to do first.

Validate the need for your product or service.

The first and foremost thing to do is validate the need for your product or service with the people you think will be using it. Test the market by doing research, including interviews, surveys and maybe even focus groups. Have people use your product or service and find out what they like about it before you spend money on tactics.

I.D. the buyer persona for each type of buyer.

Next, create a marketing persona for each type of person who will buy your product. By understanding your potential buyers, you can learn the best ways to reach them. Where are they and how do they like to get information? Do they read certain journals in print or online? Do they attend certain tradeshows and conferences? Do they read email or do they prefer to instant message?

Now choose marketing tactics that will reach your buyer personas.

Now you have some of the answers that will allow you to select the right marketing tactics. Just because you hear that the latest social media platform or mechanism is “hot” doesn’t mean you should begin using. Find out where your people are and go there.

Create a written marketing plan before you start.

With a written marketing plan you can make sure that everyone in your company is on the same page. Create the right kind of messages to fit each tactic and speak to your buyer personas. With the written plan, you’ll know what you’re going to spend. You’ll be able to share the plan with the right vendors.

Now you’re ready to get the word out. You’ll find that with a thorough understanding of your target audience, you will sell more products and services. You’ll also be poised to create new products and services to meet what your audience needs.


Do you need help analyzing your marketplace and creating a strategic marketing plan? Contact New Incite today. We’ve helped hundreds of businesses analyze their situation and identify new opportunities for growth and the right ways to market their products and services.

Photo from Flickr by Dan Lundberg. Some Rights Reserved.


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