marketing strategy
B2B Marketing Strategies That Give You a Clear Growth Plan
Move from scattered marketing to a practical day marketing roadmap that removes the guesswork and prioritises what moves the needle.
B2B marketing efforts fall short without a clear strategy
If you’re like some of our previous B2B clients, you’ve tried a bit of everything:
- Agencies running ads or social in isolation
- One-off campaigns that spike a bit of engagement, then disappears a few weeks later
- Articles, newsletters or LinkedIn content with no clear plan behind them
You ended up with:
- Unpredictable leads and a lumpy pipeline
- A website that gets visits but not enough qualified enquiries
- A sales team that wastes time with unqualified prospects
You see, the issue isn’t effort. It’s structure. Without a clear marketing strategy and systematic approach, you’re always starting from scratch and achieving poor results. Nothing is embedded in a "big picture" and clear plan and everything is random.
What is a marketing strategy...really?
A marketing strategy is a clear, documented plan for how you’ll win new clients. The plan needs to be consistently tested and optimised until it reaches maximum efficiency. That’s it.
What a B2B marketing strategy should include
Not a 40-page deck that sits in a folder, but a practical, system-level plan.
A focused plan for where to invest (and what to stop)
B2B sales cycles are complex and involve different stakeholders who need to justify and approve the purchase of what you sell. A clear strategy is your compass. It helps you invest resources profitably and maximise ROI. Without it, you’re just “trying” without a clear direction.
Focus on the right customers
Unlike B2C, B2B purchases aren’t impulsive; they’re usually considered for months. That’s why you need to target specific pain points for specific audiences. A strategy helps you focus on your best-fit clients and their desires with laser-focused detail, so your messaging and channels attract better leads and close more deals.
Create a predictable pipeline
A strategy connects the dots from awareness to conversion. It defines how you’ll generate demand, nurture it and convert it. In this way marketing becomes a repeatable process that supports sales, rather than a series of disconnected campaigns.
What’s Included In Our Strategies
Every effective B2B marketing strategy is built on the pillars below. All these elements have to work together to get real results, which is why we believe one-off campaigns rarely work in B2B.
Market, competitor analysis and opportunity gaps
We identify where you sit in your market, who you’re really competing with, and how you can systematically stand out to the right decision-makers.
Target market
Drawing on our experience, we help you define your ideal customer profiles, key problems and triggers and map the journey each persona takes from first touch to signed agreement.
Positioning and messaging
We clarify what makes your business different, why it matters (and to whom), and how to communicate that to each persona in your sales cycle. From there, we feed the findings into your key pages, content, and campaigns.
Media to reach your target market
We decide which channels should do what: LinkedIn, search, paid, Facebook, events, referrals and how they work together rather than in silos.
Lead capture, nurture and conversion
We design your lead flows so the right companies find you, enquire and stay engaged. Every step aligns with your B2B sales process, so more of the right leads move to proposal and closed-won.
Referrals
In B2B, purchases are higher risk and higher value than in B2C, so buyers lean heavily on trusted recommendations. For this reason we structure your referral process so clients know exactly how to refer you, turning referrals into a steady pipeline instead of a one-off bonus.
What Clients Say
Why B2B teams choose us to craft their marketing strategy
Designed for repeatability, not random acts of marketing
We design your marketing as a system, mapping channels, touchpoints and hand-offs into a 180-day roadmap that connects directly to your sales process.
Built for B2B SaaS and professional services
We work exclusively with B2B service companies and B2B SaaS. These are businesses with longer sales cycles, multiple decision-makers and complex offers. Everything we recommend takes into account how your buyers make decisions.
Strategy that ties into execution rather than a slide deck
Our strategy work feeds directly into our Growth and Plus Systems. That means we only recommend what can realistically be executed in the next 6 months.
Frequently Asked Questions
What’s the difference between a B2B marketing strategy and a marketing system?
A strategy defines who you’re targeting, what you’re saying and how marketing will support sales and growth. A marketing system is that strategy put into practice: the connected activities, assets and processes that move buyers from first touch to signed agreement and referral. We start with strategy and design it so it can become a system. rather than a slide deck that sits in a folder.
How does the marketing strategy fit into your 6-step Growth & Plus Plan system?
The marketing strategy is the foundation of the entire 6-step Growth and Plus Plan. First, we work with you to define a clear, data-backed strategy that aligns with your goals. Then, every step of the system from messaging, to targeting to pad ads and newsletters is driven by that strategy. This ensures we’re executing a coherent plan designed to consistently build pipeline and long-term growth.
Can I use your strategy service as a standalone offering without choosing your Growth & Plus Plan?
Yes, that would be part of the Starter System project, where we optimise one key part of your marketing ecosystem. However, this is subject to capacity and isn’t always available. If this is your requirement, lease get in touch to set up a call so we can go through your requirements.
Who is this marketing strategy service for?
We work with B2B service and B2B SaaS companies with considered sales cycles, typically where multiple decision-makers are involved and deals aren’t impulse buys. If you’re running ad hoc campaigns, relying on referrals, or “trying a bit of everything” without a clear plan, this is for you.
What do we actually get at the end of a strategy engagement?
You get a documented B2B marketing strategy and a practical initial 6–12 month marketing roadmap. It covers your ideal customer profiles, positioning and messaging, channels, lead capture, lead nurture conversion and a referral system. Whether you use our services or not, we recommend reviewing your marketing strategy every six months to compare established KPIs with actual results and optimise your strategy and approach accordingly.
How long does it take to build a B2B marketing strategy?
Most strategy engagements take 5–8 weeks, depending on your starting point and how many stakeholders are involved. We agree on a clear process and timeline up front so it doesn’t drag on for months.
How does this connect to ongoing marketing execution?
Do you only work with businesses in Australia?
We’re based in Australia and many of our clients are here, but we also work with B2B companies in other regions when there’s a good fit. What matters most is your business model and sales cycle, not your postcode.
How do you measure whether the strategy is working?
We define a set of metrics aligned to your sales goals such qualified opportunities created and pipeline value. The strategy it’s judged on its ability to create and move real opportunities.
What do you need from us to make the strategy effective?
We need access to decision-makers and their availability to be involved in a two-hour workshop. We also need clarity on your business goals and numbers, where available (revenue targets, average deal size, sales cycle, CAC/LTV where possible), and a willingness to focus. A strategy only becomes a system if we agree on what to do and what to stop doing.
