Marketing Framework


The B2B buying process is more complex than its B2C counterpart and characterized by a multi-step buying process, longer sales cycle, and often more than one decision maker.

Best practices in B2B marketing are driven primarily by building relationships and trust between buyers and organizations. The number of communication channels have increased with the arrival of digital media, including social networks, blogs, video, email, and websites, to name but a few.

This is often accomplished through social media, public relations and content development, our main areas of focus.  Upon request, more expanded marketing services can be made available to clients, incorporating a comprehensive five-step marketing framework:

Marketing Framework

Discovery Phase

  • Briefing
  • Brand audit (questionnaire)
  • Stakeholder interviews
  • Market research
  • Competitive research
  • Audience research
  • Assess internal capabilities and resources
  • Define goals and objectives
  • Complete customer survey

Insight and Analysis Phase

  • Information analysis
  • Target audience insights
  • Brand positioning development
  • Key messaging development
  • Customer value proposition
  • Market Segmentation
  • Define: Integration needs for database
  • Define: Tools and technology needed
  • Define:  Website requirements

Strategy and Tactics Phase

  • Communications plan and budget finalized
  • Determine content plan needs (written articles, blogs, whitepapers, videos, webinars. whitepapers, marketing collateral, etc.)
  • Develop editorial calendar for social media and PR
  • Develop campaign tactics and sequence
  • Finalize launch date
  • Define: Responsibilities and structure for tactical execution
Execution Phase
  • Website development
  • Content development
  • Brand development (ads, templates, signage, etc.)
  • Social media program setup
  • PR program setup
  • Complete design and production for all go-to-market materials
Monitoring Phase
  • Web analytics
  • Sales funnel and conversions
  • Online survey
  • Website usability
  • Budget performance (variance)
  • Did we meet overall objectives?