B2B strategies can be of many types. In this article I will focus more on those that have to do with the relationship with the market: Industrial Marketing Strategies, B2B Marketing Strategies, B2B Sales Strategies and B2B or Industrial Customer Experience Strategies.
The objective is to share with you my experience nigeria phone number library and vision as a B2B and Industrial Strategy Consultant and Mentor on how to design and execute a successful B2B Strategy.
I am going to focus on 7 common pillars that I have seen repeated in many successful B2B and Industrial Strategies. These are the ones I base my work on to help my B2B and Industrial Clients.
A B2B Strategy today
The first step before addressing How to develop a successful B2B strategy must be to clarify the concept of Strategy in the current context and especially in the B2B-Industrial context.
From my point of view, a B2B or B2C strategy is an organizational tool to organize and prioritize the "HOWs" of an organization.
The idea is to focus and invest on them to achieve corporate objectives but above all to achieve continuity and efficiency from the processes or action plans that radiate from them.
Just as objectives project an organization in practice towards the fulfillment of the vision, Strategies must project in practice the "how" those objectives will be achieved.
The concept of organizational strategy was born thousands of years ago, associated with wars. Later, at the beginning of the last century, eminently financial action plans began to be developed. By the middle of the century, corporate strategy began to be understood as an element that connects the different areas of the company to develop coordinated action that generates competitiveness.
A fourth stage already links the company to its environment and is when the concept of Competitive Advantage begins to develop. We could say that this is the beginning of Marketing Strategies. In this stage, authors such as Peter Drucker, Michael Porter , Chandler and current tools such as SWOT, BCG matrices, McKinsey, Ansoff stand out, which are closely associated with the product.
Finally, and within the more relational strategic concept, the concept of the Marketing Plan emerges as an executive tool of Modern Marketing and developed mainly by Philip Kotler . A B2B or B2C strategic tool that regulates the action and relationship of a company with its customers and environment with a direct consequence on the profit and loss account and sales.
Until now, the environment was quite predictable or at least the changes were much more spaced out than in the current context, so the UNCERTAINTY when it came to activating a B2B Strategy or making a strategic decision was a very controllable variable. There was time available to activate the strategies.
Today we all know that changes are becoming more rapid, competition is more global, technology rules, immediacy and generational changes turn any plan thought out for beyond tomorrow into a significant risk. An example of this could be the situation of the concept of competitive advantage in the current environment, which has already become a concept with less and less competitive value due to the speed of imitation.
