Strategy B2B marketing 

Set strategy and plan for personas, keywords, content, channels and campaigns.

The goal of B2B marketing

Your target groups are trying to get a job done. To get this job done, they may rely on different types of solutions, including products, of which you are a candidate.

But before they can see why your product is better, they need to understand why your way of getting the job done is better than all the alternative methods out there.

They also need to find you in practice. And once they've found you, you need to lead them from the mindset they're in then, to the mindset they need to be in to click with you - i.e. give them insights that make them understand why your way of getting their job done is the best way.

To achieve this, we have developed an 8-step methodology for developing a B2B marketing strategy.

B2B marketing: Developing a strategy in 8 steps

A B2B marketing strategy consists of, basically, the following components:

  1. Jobsyour target groups are trying to get done: List the different "jobs" your target groups are trying to get done (see Clayton Christensen's theory of "Jobs to be Done").
  2. Insights: Compare your way of getting these jobs done with alternative methods (including competitors), understand why your way is better, and what insights are needed to appreciate your way more than the alternatives.
  3. Personas: Segment your audiences into personas depending on what jobs they are trying to get done.
  4. Early keywords: Understand what symptoms these audiences experience before they are aware that they need to get these jobs done - and thus what they are likely to google when trying to solve these problems.
  5. Late keywords: Understand what they are googling after they are aware of what job they are trying to get done and when they are searching for solutions.
  6. Insight journeys: Create content journeys that lead your audience from the symptoms they experience to the insights they need to appreciate your solution.
  7. Content map: Map these content journeys to your different channels (social media, blog, website or websites, sales process, other external channels).
  8. Content plan: Which campaigns should be published and where, what should they contain, and what should your marketing funnels look like?

Example of a B2B marketing strategy

We went through our strategy workshop ourselves, and you can see the results on this website and our blog. Here is the outcome of our strategy:



1: Jobs to do

After market research and conversations with customers, we have found that our customers have three clear jobs: they want to sell more, increase engagement with their leads, and automate their marketing. Within these jobs, there are several "sub-jobs" that need to be done.

2: Insights

To get these jobs done, our clients hire complicated all-in-one systems, multiple niche systems that they try to cobble together, or consultants to do the work for them. The most important insight we want to convey is that buying large systems or multiple niche systems is like buying a big box of lego - if you haven't built ships before, it requires a lot of time-consuming trial-and-error, and most customers don't use even a fraction of the functionality. And if you hire consultants, you often pay unnecessarily for the system separately and the consultants separately, and the consultants have cortical incentives (to increase the number of invoiced hours).

3: Personas

We have three distinct personas, one for each overall job above: 1) The entrepreneurial CEO who is trying to grow their business (sell more), 2) the customer-centric marketer who wants to create a connection with their leads (increase engagement), and 3) the process-thinking systems marketer who wants to create a fully automated and scalable sales and marketing machine (automate).

4 and 5: Early and late keywords

We have created a large list of keywords that we know our target audience is looking for.

6: Insight trips

We have grouped these keywords based on what job those searching for them are likely to be trying to get done. For each group (job to do), we have defined which of the above insights the target audience needs to understand to want our solution over other ways of getting the job done.

7: Conten safe

Our target audience finds us by searching the above problem-based keywords. They then end up on our blog. In each blog post, we try to satisfy what we think they were looking for, while talking about what job they are probably trying to get done, and writing about the insights they need to know to understand how they can get that job done best with our solution.

8: Content plan

We have created a plan that shows how often we will blog, how often we will communicate with our target audience, what funnels we will create, how often we will create these funnels, and how often and what we will measure and create new content plan.

B2B marketing strategy with FunnelBud

We can help you develop a strategy from start to finish using the methodology above, or work with you as an ongoing coach, providing advice and tips along the way.

Below are examples of the B2B marketing strategy packages we offer:



What is included:

  • Workshops: 2 half-day workshops to find out what kind of work your target groups want done, insights you need to convey, personas, keywords and mapping to insight journeys and content journeys.
  • Presentation of your overall plan: Based on what we come up with, we create a presentation that everyone in your company can read, so that the entire company works according to the same map and with the same compass in hand towards the same goal.
  • Documented plan: We also create a documented B2B marketing strategy based on our findings and the feedback from the presentation. This documentation will help you stick to the plan and refer to it when questions and uncertainties arise (1 revision included based on additional feedback).

Cost: 18h

Tip: Think of the documented plan as a living document. Update it continuously with new lessons learned, and review changes internally from time to time so that everyone is on board, learns the lessons, and contributes their own experiences.

Tip 2: We also recommend a major revision of the plan once a year. Look at how well you implemented the plan, what went as expected and what turned out differently than you intended, and amend the plan based on these lessons.

Download your checklist:

6 steps to get started with inbound marketing