As a first step, it is essential to situate the plan within the overall framework of your company's mission and objectives. This will help you define your priorities, identify your opportunities and ensure that it is consistent with the overall strategy. To do this, it is advisable to conduct a thorough analysis of your company's mission and objectives, as well as its competitive environment and target customers.
Secondly, it is necessary to align this marketing plan with the company's strategic objectives, determining how digital marketing activities will contribute to achieving its goals. Finally, it is important to periodically review the marketing plan to ensure that it remains consistent with the business strategy and is effective in achieving the set objectives.
2 - Conduct an e-marketing diagnosis of your company
To develop a relevant B2B digital marketing plan, it is essential to carry out an internal and japan number data external marketing diagnosis of the situation. An in-depth analysis (environment, demand, competitive offering, company strengths and weaknesses) allows conclusions to be drawn, risks and opportunities to be identified and guidelines to be drawn. Questions such as "Where?", "Why?", "For whom?" and "Against whom?" must be answered . It is about formalising what the company does, for whom it does it, how and why.
To optimize your web marketing arsenal, it is essential to conduct an audit of your current system. This involves analyzing the marketing actions that have been successful in the past, as well as the current channels that achieve the best results. It is essential to understand what is working and what can be improved by examining in detail the content that has brought traffic to your website and measuring the conversion rate. It is also important to identify the marketing actions that are not producing satisfactory results and determine whether they should be corrected or abandoned. By taking advantage of what is working and correcting or abandoning what is not, you will be able to optimize your web marketing strategy.
3 - Specify your qualitative and quantitative marketing objectives
To define your qualitative and quantitative marketing objectives, first ask yourself what you want to achieve in the coming year. Clearly identify the desired results and priorities to best serve the growth of your business. It is essential to start from your business objectives and specify the figures you want to achieve through web marketing, for example by determining the number of sales you need to make to achieve these objectives.
It is also necessary to explore non-measurable objectives, asking what you want to achieve. Success will only be achieved if the objectives are quantified, prioritized, realistic and coherent, and if an estimate of the expected results is established.
4 - Identify the optimal marketing strategy
Thanks to the three steps above, you will be able to identify the problems to be solved and choose the optimal digital marketing strategy. This will depend on the specific short- and long-term objectives of the company.
For example, if your company has recently launched a new product, the conquest strategy may be the most appropriate to attract new customers to the market. If your company is facing strong competition, the defense strategy may be more relevant to preserve your market share. The market penetration strategy is preferable if your company wants to maximize sales to existing customers, while the customer retention strategy may be preferable if your company wants to strengthen its relationship with existing customers.
5 - Develop your action plan based on the chosen e-marketing levers
Once you have identified your e-marketing levers, it is important to translate your strategy into an effective action plan, taking into account all the elements of the marketing mix (product, price, promotion and distribution), as well as the online media on which your customers spend the most time.
You need to have a rational view of the interaction points between your company and your customers on the web . To do this, it is important to understand the motivations and needs of your customers based on the data you have. Defining your personas (your customer typology) will also help you better understand their purchasing journey and adapt your strategy accordingly.
6 - Determine the resources that need to be mobilized to serve your B2B marketing plan
To identify the resources needed to implement your digital marketing plan, ask yourself three important questions: How much? Who? When? It's essential to budget, plan, and prioritize the actions to be taken, and then assign them to your team members based on their expertise.
It is up to you to determine the budget needed for the year and to obtain quotes for each project you are considering. You should include a feasibility study in your plan to ensure that all actions are feasible. To compose your budget, it is recommended to start from your main objective and take into account the conversion rate, the customer lifetime value (sum of the net profits generated by your customers) and the customer acquisition cost. The resulting budget should be divided for each performance lever defined according to its priority and importance.
