Deciding on a Strategy

Is there a strategy that is designed just for B2B versus retail? Is there a single strategy where no other industry can it use? The short answer to these questions is – no. A marketing strategy is a road map, helping you decide which direction to take, whether it will be to enter a niche, penetrate a market, create differentiation and so on.

And, any strategy can be implemented for your business.

But, specific tactics do work beautifully for B2B while for consumer goods have other tactical planning that is better for their products!

Brief marketing plan outline for a B2B2C company!

For this post, it is all about B2B. Before you decide, include the following essential factors during your planning stage: your competition, location, product innovation, in-house resources and the technology available to you. Because a well-developed marketing plan can accomplish a lot for you in a relatively small amount of time and effort.

It stimulates thinking and can help you better use limited resources.

Customer & Competition Behaviour & Trends

Yes, your customers are online. But with the recent algorithm change from Facebook, even B2B companies can now win at Facebook Advertising. This wasn’t the case about a year ago. Also, keep track of your competitors behaviour. Are they more active with trade shows or online? Probably both, which could mean you’ll need to up your game with content marketing and SEO.

Sales Channels & Goal Setting

Lucky for B2B companies, we now have many sales channels to choose from, the big challenge is to select the right sales channels to develop. Most people dive right into tactics, investing in the how-to but that’s wrong. Start with your goals and your customer.

To reach your short-term goals, the best sales channel tactic is Google Adwords. While for your long-term goals, like brand leadership, the various tactics are Content Marketing and Email Marketing.

Consistency & Creative

As a B2B2C company, you’ll need to invest in staff because digital marketing requires consistency and original creatives. Meaning, you’ll need to pump out content on a weekly basis if not more often. And, all your creatives need to be created by your company. Sure you can use stock images, but you’ll need to change the colour, overlay them with another photo, or content. Unsure of where to start or you can’t hire more staff, just start with one social media platform and invest, invest and invest.

Budget & Measure

You’ll need to plan and budget for the holidays, seasonal activity and other significant events that may nicely fit your brand. After each campaign and quarter, measure and change the plan base on how well you are meeting the marketing goals.

Promotional Planning for B2B2C Companies

B2B companies are now promoting directly to the consumer. While you may still sell to another business, social media allows you to engage with the end user – your B2B world has gotten larger, and they want to get to know you. Test promotions by following favourite retail stores. For example, during the Christmas holiday, people are more accepting of online advertising. You may want to test one out for this year! Twitter offers lots of themes you can take advantage of if it fits your brand. Do your research before you do any campaign.

Contact us today if you are unsure of where to start with your Marketing Plan, or need a review of what you’ve made –


[Post Updated Feb 2018]

About the Author Cecilia

I am a marketing communications specialist, strategist, problem solver and founder of The Marketing Boutique. I am also a Fitness Nutrition Specialist (FNS), certified by NASM, Diabetes Paraprofessional Level 1 (AADE) and Apprentice Essentrics Trainer!


  1. I love the idea of a personal shopper right in the store. In fact, I have a friend who has a consignment store with amazing software where she keeps details for every customer. If you can afford the database, wow what a service to provide.

  2. Therry, I find that many boutiques are still using old/traditional advertising and marketing strategies and techniques. Many times a new approach can turn around slumping sales by employing newer social, local, and/or mobile marketing approaches 🙂

    Thanks for your insights and suggestions,

    ~Coach Mark Edward Brown

  3. Thanks for your comment Mark,

    But there is no old strategy, it either works for a company or it doesn’t. As I said, it requires an analysis. What you’ve highlighted are not strategies but promotional vehicles and as mentioned in the post, successful retailers employ all sales channels, which mean social, local and mobile.


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