OUR APPROACH TO MARKETING STRATEGY:

SWOT Analysis

We’ll analyse your market place and competitors to develop your brand’s value proposition and unique selling points.

Defining Objectives

We align your marketing objectives to your business goals and then implement day-to-day actions in order to achieve results.

Defining Methodology

As an integrated marketer, we offer the complete marketing mix. We’ll choose the right channels to achieve your goals.

Measuring Success

We’ll identify how campaign success can be monitored and measured to effectively identify marketing activity success.

Monthly Reporting

We use the most up-to-date reporting, analytical and measurement techniques to show ROI of your marketing efforts.

Timeline & Rollout

We’ll define and commit to a project timeline as well as a rollout plan of your tailored marketing strategy.

DEFINING YOUR MARKETING SHAPE

Jump to: DEFINING TARGETS | MARKETING ACROSS B2B SALES | BRAND AWARENESS | CONVERSION PLANNING & MEASUREMENT

Successful brands locate their products in a light that makes it simultaneously desirable and unique. This is your brand value proposition: a positioning statement that explains what benefit you provide; for who; and how you do it uniquely. It describes your target buyer, the problem you solve, and why you are better than the alternatives. Your value proposition provides the fundamental shape for your marketing and brand building efforts.

To effectively craft your value proposition, your marketing partner needs to have a firm understanding of your products and services, existing business strategies and organisational goals, as well as a broader market analysis and an awareness of your competitors’ key differentiators.

As an industrial and B2B marketing specialist with over 30 years’ experience, we’ve worked across a vast range of industries in South Africa and Africa, and have an excellent knowledge of the technical subjects, products and concepts involved in business and industrial environments. That said, we’ll always approach a B2B marketing strategy afresh, and look to participate in any training, demonstrations or factory tours available to help increase our understanding of your business.

At the end of this research-centred process, we’re ready to translate your short-, medium- and long-term business goals into clearly defined marketing objectives.

We’ll help define your company’s value propositions in order to establish the key messages that will help build your brand in the market!

 

DEFINING TARGETS, UNDERSTANDING CONTEXT

The next step is in understanding, researching and defining your marketing targets – breaking up potential buyers into specific, accurate user personas. Successful B2B marketing strategies target well-defined customer segments at specific stages of the B2B buying cycle utilising the most suitable media channels for each objective.

This includes understanding the context in which those potential customers make buying decisions, utilise media and receive business and industry information. Today’s, search engines are the #1 resource for finding work-related information, usually sending traffic to supplier websites or online catalogues, with over 90% of business purchases beginning with an Internet search.

The best B2B marketing strategies, however, also create marketing content according to a business environment wherein the greater the amount of information sought by the buyer, the more people involved in a collective buying decision. This means that the nature of business marketing is defined not just by lengthy sales cycles that require nurturing, but by multiple sales cycles too, with a collective purchase an agreement between various stakeholders: engineers, C-level executives, financial centres, and so on.

  • Over 50% of industry professionals spend 6 or more hours on work-related websites every week.

  • The most popular uses of the Internet are in finding components, equipment, services and providers, to obtain product specifications and to find standards.

  • The three most popular channels for people to find work-related information are all digital channels: search engines, supplier websites and online catalogues.

  • The use of mobile devices for work-related tasks has increased considerably over the last few years.

  • 63% of industry professionals attended 1 or more trade shows in 2017, with around 40% attending 2 or more.

  • The higher the value of the transaction, the greater the number of decision makers involved in the buying cycle are. For marketers, we need to be able to communicate with all decision makers across the buying cycle.

  • Two thirds of industry professionals use video sharing platforms such as YouTube for work-related purposes.

Only once a thorough analysis into marketing targets and context has been conducted can we begin to more accurately translate your B2B marketing tactics within a customer-centric, needs-based marketing matrix.

 
 

MARKETING ACROSS THE B2B SALES CYCLE

Different media channels are used in different ways and for different objectives in the workplace, and a B2B marketing strategy needs to align with these various contexts. Because business purchases usually represent significant capital and need to prove investment, decision makers will consult as much information as they can to ensure they make the correct business choice, and the B2B buyer of today has more information at their fingertips than ever before! That’s why buying cycles are 20% longer than they were 5 years ago.

Successful B2B marketing campaigns need to create informative, persuasive, quality content that targets the full sales cycle to ensure that content always matches customers’ various locations along the sales cycle before it culminates in a purchase.

Here’s a look at media use across the buying cycle, once a prospecting buyer has taken the initial steps towards a business purchase:

Image of a business to business marketing strategy in the research an needs analysis phase.
Image of B2B marketing strategies and tactics with a range of Internet marketing strategies.
Image of the purchase phase of a sale and what effective B2B marketing strategies might look like here.
 

B2B digital marketing strategy

When analysing media use across the customer journey, we see that digital platforms are where industrial professionals turn first for information about suppliers, and sourcing and researching components, equipment and services. For CubicICE, this means that a multichannel digital strategy is typically the centrepiece of our marketing solutions geared towards B2B lead generation.

We specialise in end-to-end B2B digital marketing strategies centred on websites as the #1 decision marketing touchpoint for B2B buyers. As a leading digital marketing agency, our approach to web development will help ensure your business:

  • i) appears for relevant search queries in Google and other search engines
    Get found on search engines with both paid (advertising) and unpaid (organic) search engine marketing. ‘Paid’ search results (PPC ads) – those listings with the small green ‘Ad’ icon listed next to their URL on the search results page – are excellent for quick gains in Internet traffic, which can be sustained according to a monthly budget. But you also want to appear in the organic listings of a website, which, while requiring more effort and web marketing skill, receive most of the clicks, with position 1 on Google receiving one third of the total amount of all search traffic.

    As a Google Partner and SEO-certified company, CubicICE will help you get the results you need in SEO and Google AdWords marketing.

  • ii) provides the product / service information your users need to help them along the customer journey
    We’ll develop smart web interfaces that translate the features and benefits of your products into strategic marketing copy so that your customers have all the information they need right at their fingertips. Our copywriters are skilled in technical writing and advertising copy, and our designers will ensure this information is developed within an engaging yet ergonomic online marketing architecture.

  • iii) tells your brand’s story in a compelling, credible and strategic way
    ‘Brand’ exists at every touchpoint in which people come into contact with your company, whether physical or perceptual. The look and feel of your website goes a long way in establishing your corporate identity, establishing credibility and telling your brand’s story. We’ll make sure all the touchpoints of your B2B branding work together as a cohesive entity that embodies your value proposition.
 
That means combining the 3 most important media channels in B2B lead generation – search engines, supplier websites and online catalogues – into a single, powerful marketing resource.
 
 

Creating ‘top-of-mind’ awareness

If your brand commands top-of-mind awareness in a particular industry or a particular category, you’re already in the inside line by the time a buyer is ready to initiate a transaction. B2B marketing companies generally spend over 80% of their efforts on lead generation activities, but brand awareness is a crucial part of this. Brand awareness enhances the power of all other marketing activities, and is therefore a central pillar within ant B2B marketing strategy.

So how do you create top-of-mind awareness? Marketers attain this level of brand supremacy via the strategic repetition of powerful messages and brand touchpoints over a multichannel marketing mix. Most importantly, you need to establish brand presence not just across the buy cycle, but through a continuous PR and B2B advertising strategy that works to establish trust, credibility and awareness.

As a full service integrated marketing agency, we have all the tools you need to increase your brand awareness and boost your lead generation activities:

  • B2B content marketing
  • E-newsletters and email marketing
  • Digital advertising
  • White papers
  • Tradeshows and conferences
  • Press releases & advertorials
 

Interested in what a B2B marketing strategy for your business might look like? Call us on 011 705 2545 or send us an enquiry!

 

Do you have a social media marketing strategy?

Social media plays a unique role within industrial and B2B marketing strategies. While social media has evolved into an established media channel among technical professionals, it’s not yet among the primary digital resources that professionals use for work-related purposes. When thinking about a social media marketing strategy, consider the following factors:

  • Most engineers and technical professionals (over 80%) spend less than 2 hours per week on social media for work-related purposes.

  • The most popular use of social media in the industrial and business sectors is to find product reviews, followed by a desire to follow company and industry news and to find expertise.

  • The biggest challenge in using social media as a work resource is its perceived informational inefficiency: two thirds of industry professionals believe that social media has too much ‘noise’ and not enough substance compared to other methods such as search engines, supplier websites and online catalogues.

  • LinkedIn remains the most popular social media platform for business-related work and research, with over two thirds of engineers and technical professionals having a LinkedIn account.

  • Among all social media platforms, Google+ and LinkedIn are the most valuable channels in the business environment. Facebook and Twitter are the least used platforms.

  • Tutorials, product demonstrations and training are the most video types in marketing online in the business environment.
 

While we see social media as not yet a primary lead generation channel during the buying process, it plays an important role in increasing product and brand awareness and in establishing customer engagement channels and service marketing. We use social media as part of an integrated marketing approach that strategically supports your broader digital objectives, and reinforces your key value propositions to boost top-of-mind awareness.

 
 

CONVERSION PLANNING AND MEASUREMENT

In order to understand and refine the performance of your marketing content, conversion goals need to be established for each piece of content. Conversion planning orders your marketing content, and allows a sequence of marketing messages to be considered as a chain of company / customer negotiations across the customer journey. A marketing rollout plan needs to be defined in the planning stages of your B2B marketing strategy, yet they also need to be flexible enough to allow for campaign evolution as determined by ongoing performance evaluation.

In order to measure the performance of your marketing campaigns, CubicICE provides powerful data metrics reporting services that deliver constant, ongoing intelligence to describe the reach, engagement and conversion performance of your marketing investments. This means we can provide visibility into your ROI as well as optimise cost-per-lead ratio.

 

ONE LAST THING!

The last crucial ingredient in business to business marketing strategies is flexibility, and a willingness to adapt approaches and tactical priorities to mirror changes in market, communication or organisational requirements as they happen. This is especially pronounced in the digital marketing environment, where constantly evolving algorithms or the shifting semantic environments of Google searches mean digital marketers need to not just expect change, but be proactive in uncovering the effects that change will have on their current marketing plan.

Need an industrial marketing strategy to generate leads and grow your business? Speak to our team about a B2B marketing plan for your business!

OUR CLIENTS' SUCCESSES

 

GET STARTED WITH A B2B MARKETING STRATEGY TODAY!

To nurture leads towards a sale, you need an integrated marketing agency that offers the relevant marketing mix to serve powerful, engaging content to defined target audiences. We’ll help you grow your business through tailored marketing campaigns targeting the complete B2B lead generation process while ensuring you:

  • Diversify your marketing communications to ensure your investments are aligned with the behaviour of your prospects across their buy cycles

  • Develop a B2B content marketing strategy across a range of channels that provides usable information such as product specifications, standards, instruction manuals or problem-solving techniques

  • Build new relationships with a new generation of technical professionals! Make sure your digital channels are in order to make sure you target this traffic.

  • Optimise for mobile devices. While desktop computers are still the most used devices for work related information finding, mobile use grows steadily each year. We’ll make sure your digital content is responsive from the ground up for an ideal display across any digital device.

We utilise the power of integrated marketing and our knowledge gained over 30 years’ experience in business to business marketing to develop your B2B marketing strategy. CubicICE has proven expertise and an understanding of what works in digital and traditional marketing channels, and will only execute the best marketing strategies utilising the most relevant marketing tools tailored to your business requirements to boost your marketing penetration.

Call us on 011 705 2454 or use the form below to speak to our management about developing a marketing strategy for your business!

Increase your lead generation with a B2B marketing strategy!


Call us on +27 11 705 2545 or send us an enquiry here