There are three key fronts that impact on sustainable results: strategy, growth projects and comprehensive communication.
Most industrial companies were born and grew with great success without a marketing area. Market conditions have changed, and what can marketing do for business development today? Let’s see.
The marketing effort must focus on profitable growth strategies. You must work with a strategic vision, facing the opportunity and in a team with the other areas.
Marketing is the great ally of the commercial area, which supports the achievement of objectives, while bringing the company closer to the market. Regarding the scope of B2B marketing functions, there are three key fronts to highlight due to their high impact on sustainable results: 1) marketing strategy, 2) projects for growth, and 3) comprehensive communication. Let’s look at some aspects to keep in mind.
The marketing strategy is fed from the market analysis to define the value proposition and the growth fronts. This process should not just be an annual task, but an ongoing exercise to adapt to market response and opportunities. It always seeks to strengthen the competitive position and promote close and profitable relationships with customers. With this clarity, growth and communication projects are specified and executed.
The growth projects are developed with the commercial team, and aligned with the technical area, operations and finance. Before looking at some examples, there are the bases of growth, that is, current customers. From marketing, customer-oriented efforts must be coordinated including: shielding / protection of pareto customers, loyalty programs or value-added services.
Growth projects drive sales and increase the chance of success. For example, the launch of new products or development of new customers.
Now, comprehensive communication has all the potential to make a competitive difference in orientation and relationship with the market. As a central axis the brand and corporate identity are worked. Consistency in image and positioning projects support, and allows building the value of the brand over time and on all fronts (customers, suppliers, employees, banks, etc.). There’s also internal communication, to foster team alignment, commitment, and pride.
Finally, there is direct communication with customers and the market. It includes commercial tools, such as presentations, brochures, digital marketing or events, among many other possibilities. As well as communications that deepen the knowledge of customers and their needs to provide feedback on critical company processes. This is how b2b marketing can support the profitable and sustainable development of the business.