Insights

B2B Marketing Strategy

The decisions that come before tactics: who you are for, what you are claiming, and where the budget goes. Most of this was written for marketing leaders at technology companies who have aggressive goals and a team of three.

Frequently asked questions

Asked about this topic, answered straight.

What belongs in a B2B marketing strategy?

Who you are for, what you are claiming, why anyone should believe it, and where the money goes. Everything else is a tactic. A plan that opens with a channel list has skipped the part that makes the channels work.

How do you build a strategy with a team of three?

By deciding what not to do. A lean team fails by spreading across every channel a larger competitor runs and doing all of them at half strength. Pick the one or two things that reach your buyers, resource them properly, and revisit in a quarter.

How often should the strategy change?

The positioning rarely, the plan quarterly. Marketing feedback arrives on a lag, so a strategy rewritten monthly is reacting to noise and will never accumulate enough evidence to tell you whether it worked.

When does it make sense to bring in outside help?

When the gap is capability rather than hours, or when the team is too close to the product to hear how it sounds. If you know what to do and cannot get to it, hire. If the harder question is what to do, that is what the Aligned Growth Engine is for.

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