B2B Marketing Plan: What Shouldn't Be Missing

[aktAkterSabiha10]

The B2B marketing plan is a fundamental tool for any company that wants to achieve its goals through the planning of targeted actions to be carried out over time. Succeeding in an increasingly crowded and competitive market is difficult, especially for companies that operate in the business to business field, which is subject to more complex market logics with longer sales cycles.

According to the still current Salesforce State of Marketing 2020 report , the challenges that marketers will face in the coming years concern the ever-increasing need for innovation and improvement in the use of technology, the conversion of customers in real time and the sharing of information to facilitate a single vision between the various business units.

The advent of Covid-19 and the change in perspective in the way of dealing with sales belgium telegram data and the market has made the help of a well-structured, shared and developed plan with an omnichannel perspective even more important. Preparing a good B2B marketing plan that takes all this into account can help a lot in facing these new challenges.



What is the purpose of a B2B marketing plan?
Making a good B2B marketing plan is part of a strategy in which the correct actions to achieve one 's objectives are first planned and then put into practice .

It is not a mere information tool, but a real guide capable of setting a course to follow and possibly correcting along the way.

The B2B marketing plan allows you to formulate hypotheses, strategies and methodologies, define budgets and operations, as well as check whether everything that was envisaged has actually materialized.

It also serves as a communication tool both internally and externally to the company. On the one hand, the B2B marketing plan helps in sharing tools and strategies, on the other hand, it involves and reassures stakeholders.



1. The analysis phase: starting from the collection of information
Typically, drafting a marketing plan starts with an initial analysis of the scenario in which the company operates. Knowing what is happening in the market, how competitors move, which audience to target and the threats and opportunities that the environment offers, are some of the pillars that cannot be renounced.

Good market research, a SWOT analysis that puts down on paper strengths and weaknesses, a careful analysis of competitors and their strategy, together with the study of buyers, are elements that cannot be missing in the analysis phase of your B2B marketing plan.

Data is a vital starting point , because it allows you to define short and medium term objectives and activities to be developed in the next phase. Furthermore, they do not report a sensation on reality, but they photograph it punctually without interference.

[aktAkterSabiha10]

One of the fundamental activities for lead generation on Linkedin is the creation of a content calendar to be posted regularly on the company page. The publications should not be only promotional. Sharing interesting articles (from the company blog or external), infographics, reflections, images or quotes that talk about the company's vision allows you to develop the relationship with followers and increase your authority. According to this study , 50% of decision makers in the B2B sector use Linkedin as a source of information. Therefore, what is published could be read by a potential lead; obviously, not all those who follow the page are already customers or prospects: a particular content could spark the interest of a user and push them to get in touch with the company.



Using Linkedin Ads
The company profile can also be used to create sponsored ads. There is a specific type of ad with a lead generation objective on Linkedin. When creating one, you will have to choose the content to promote (created specifically or already published) and where to direct users who click on the ad: a first option involves linking to an external landing page, but you can also choose to collect the lead data directly on Linkedin, avoiding the possible friction that having to leave the platform entails. The high level of profiling allows you to select the most interesting audience to show the sponsored content to, filtering users based on the company they work for, their role, the industry they belong to, etc.



Linkedin Lead Generation: The Use of Personal Profiles
We have stated that personal profiles are more effective for lead brazil telegram data generation on Linkedin. To make the most of the possibilities offered by the social network, it is therefore important to define a strategy that involves the profiles of the people who are part of the company. It is necessary to identify those who will "put their face on it". These could be resources belonging to the commercial area, managers or specialists with a certain level of expertise in their field. In addition to establishing a well-defined communication style that is consistent with that of the company, the strategy must include the necessary guidelines to direct the action of the selected employees.



Optimize a Linkedin Profile for Lead Generation
It is often seen as a simple copy of the resume, but an effective profile should instead represent a sort of optimized landing page to encourage visitors to establish contact. Here are some suggestions:

Choose a professional profile picture and don't forget the cover image , where you can insert your company logo and colors.
The job title must best define the role in the company.
The summary is one of the most important parts to optimize for lead generation on Linkedin. It should be used to communicate expertise, goals and strengths. As with the information section on the company page, the summary in personal profiles is the right place to insert keywords that are useful for being found, inside and outside the social network.
In the “ featured ” section you can insert content (even external) such as a presentation video, a successful case study or a link to a landing page on the company website.