According to HubSpot, 63 percent of B2B marketers are concerned about getting more leads, yet nearly half cannot prove their marketing efforts are worth the spend. “Strategy is your roadmap to revenue, so start there,” says Tim Steele, chief strategy officer of the marketing consultancy The Cort Group.
The focus is to understand customers and prospects well enough to create the one version of the truth based on their input. Who makes decisions? How are they influenced? How do they describe the pain — what words do they use? How do they quantify the value of the solution?
“At the highest level, seek insights about customers’ issues and guidance on their decision-making process, which will help you craft strong messaging,” says Steele.
Your work on strategy should yield insights to revenue potential by segment, competitive positioning, customer decision process, market trends and forces at work, and value proposition validation.
SOURCE: BigCommerce 2018 B2B Ecommerce Report
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