4. Strategic approaches
Posted: Tue Jul 01, 2025 6:08 am
Based on everything we just noted in our plan, we move uganda phone number library on to making decisions in two areas:
a. Marketing model and global focus
Here I essentially ask myself two big questions:
Question 1: Do we have to generate demand or capture it?
Question 2: Which marketing model should we prioritize the most?
Do we have to do product marketing?
Brand Marketing? Brand Positioning - Strategic Storytelling
Demand Generation?
Direct Marketing / Performance?
This brings us back to the conclusions we made about the market and the brand's current positioning in the market.
Example: We noticed in the audit that we have very satisfied customers, but we're not leveraging that relationship. We believe that by developing loyalty campaigns we can achieve up to 40% of our revenue goal.
The company has an established position in our industry, but no one in our market knows that we offer a particular solution. We need to market our product and communicate that value proposition.
b. Segmentation
Rather than thinking about specific profiles, let's think about segments.
What is the most profitable market segment for the company?
Considering how the market is.
Were you able to identify segments that are more in need than others? Segments with leaders and managers who are more aware of their problem?
Which segments do you think will give you a higher return on investment than others?
For example, if we offer digitalization or technology services, should we target education companies? Financial companies? Specificity here will help you win.
5. Ideal customer profile
In B2B, we don't just sell to end customers. We sell to sales committees.
We often sell to a team. It's key that your segmentation considers the different stakeholders involved in the purchase.
You've already defined your key segment(s). Now let's think about the people within those segments.
I recommend mapping at least these key profiles:
“Champion” = the one who recommends us to the decision maker
Decision maker = the one who has the final say
Influencer = person the decision maker trusts to complete his or her perspective
Reluctants/Blockers = those who do not want the decision to move forward
And for each of them, they would have to identify these variables at a minimum:
What is your main problem currently?
Why do they have that problem?
What are their goals?
What specific tasks do you need to complete in your daily life that the solution will help you with?
How aware are you of your need?
What do you already know about your problem/need?
What do you already know about the solution we are going to offer you?
What is your current perception of the product or solution? Do you see it as important or unimportant?
What are the obstacles to purchasing? What objections do they have?
What are the main questions that will be asked throughout the purchasing process?
How do you prefer to consume content and where do you consume it?
By answering these questions, you'll have a clear idea of what you need to communicate and where. And this will be the foundation for your communication plan.
a. Marketing model and global focus
Here I essentially ask myself two big questions:
Question 1: Do we have to generate demand or capture it?
Question 2: Which marketing model should we prioritize the most?
Do we have to do product marketing?
Brand Marketing? Brand Positioning - Strategic Storytelling
Demand Generation?
Direct Marketing / Performance?
This brings us back to the conclusions we made about the market and the brand's current positioning in the market.
Example: We noticed in the audit that we have very satisfied customers, but we're not leveraging that relationship. We believe that by developing loyalty campaigns we can achieve up to 40% of our revenue goal.
The company has an established position in our industry, but no one in our market knows that we offer a particular solution. We need to market our product and communicate that value proposition.
b. Segmentation
Rather than thinking about specific profiles, let's think about segments.
What is the most profitable market segment for the company?
Considering how the market is.
Were you able to identify segments that are more in need than others? Segments with leaders and managers who are more aware of their problem?
Which segments do you think will give you a higher return on investment than others?
For example, if we offer digitalization or technology services, should we target education companies? Financial companies? Specificity here will help you win.
5. Ideal customer profile
In B2B, we don't just sell to end customers. We sell to sales committees.
We often sell to a team. It's key that your segmentation considers the different stakeholders involved in the purchase.
You've already defined your key segment(s). Now let's think about the people within those segments.
I recommend mapping at least these key profiles:
“Champion” = the one who recommends us to the decision maker
Decision maker = the one who has the final say
Influencer = person the decision maker trusts to complete his or her perspective
Reluctants/Blockers = those who do not want the decision to move forward
And for each of them, they would have to identify these variables at a minimum:
What is your main problem currently?
Why do they have that problem?
What are their goals?
What specific tasks do you need to complete in your daily life that the solution will help you with?
How aware are you of your need?
What do you already know about your problem/need?
What do you already know about the solution we are going to offer you?
What is your current perception of the product or solution? Do you see it as important or unimportant?
What are the obstacles to purchasing? What objections do they have?
What are the main questions that will be asked throughout the purchasing process?
How do you prefer to consume content and where do you consume it?
By answering these questions, you'll have a clear idea of what you need to communicate and where. And this will be the foundation for your communication plan.