3 Questions to Guide B2B Strategies in 2016

Eden Ames
American Marketing Association
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Key Takeaways

What? Three questions from MarketingProfs can help B2B marketers develop strategies for the new year.

So what? Asking these questions can help marketers create a strong foundation for B2B strategy.

Now what? B2B marketers should identify reasons for sales losses in the past, evaluate their unique worth to a customer and determine the motivators behind potential customers’ decisions. Doing so creates an effective guide for growth in sales and maintaining customer satisfaction.

Successful strategizing always begins with a thorough understanding of the ultimate goal. In order to achieve a successful strategy, B2B marketers need to evaluate and reflect in areas that may otherwise seem well covered. 

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A recent article from MarketingProfs poses three questions marketers should answer before developing a B2B strategy for 2016:

1. What are the reasons for past sales losses?

“If prospects are drawing the wrong conclusions about our solutions, or not understanding our competitive differentiation, addressing those issues early on in their information-gathering processes is critical to establishing a solid foundation for sales success later.”

Learn from your failures by researching the reason behind customer decisions that took their business elsewhere.

2. What makes your company different?

Telling stories will yield more successes than issuing statements of superiority. What unique value does your company bring to the customer? Rather than simply telling them what makes you different, expose consumers to real-life experiences from current customers.

“In 2016, we need to be focused not on what's different about our solution but why it matters to the customer. That's the real value.”

3. What motivates the customer?

Identify the values that are most important to the customer and deliver results accordingly. MarketingProfs identifies three levels of decision motivators required for every important business decision: 1) what’s best for the company, 2) what’s best for my career, and 3) what’s best for me as an individual.

“When a marketer help answer those questions (both from the perspective of analytical and emotional decision drivers), the individuals in the decision process become much more predisposed to select the marketer's solution.”

Read the full article on MarketingProfs.

Author Bio:

Eden Ames
Eden Ames is a digital content producer for the American Marketing Association. She may be reached at eames@ama.org.
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