Comprehensive guide to building a B2B marketing function

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comprehensive-guide-b2b-marketing-function

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comprehensive-guide-b2b-marketing-function

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comprehensive-guide-b2b-marketing-function
This comprehensive guide to building a B2B marketing function aligns with the buyer journey, is strategically sound, and offers a structured approach to creating measurable business impact. Here’s a concise synthesis of the key components for clarity and ease of implementation:
1. Develop a GTM Strategy
- Set Clear Goals: Align objectives with revenue metrics and pipeline velocity.
- Target Market Segments: Focus on specific clusters and define your Ideal Customer Profile (ICP).
- Craft Messaging and Narrative: Address strategic challenges your product resolves and establish relevance in the market.
2. Conduct Deep Customer Research
- Prioritize key accounts in target segments.
- Interview champions to uncover insights about their buyer journey:
- Triggers: Events prompting solution searches.
- Research: Evaluation criteria and vendor expectations.
- Decision-Making: Influences, stakeholders, and key questions.
- Product Impact: Highlight KPI improvements pre- and post-implementation.
- Learning Habits: Preferred platforms, communities, and influencers.
3. Visualize the Buyer Journey
- Recognize that you sell to people, not companies. Different personas (e.g., Champions, Decision-Makers, Blockers) have unique KPIs and motivations.
- Analyze Digital Touchpoints: Map interactions across the buyer’s experience.
- Collaborate with Account Owners: Use historical data to refine journey mapping.
- Create journey visualizations for key roles, ensuring clarity in their paths and pain points.
4. Define Core Marketing Programs
- Develop marketing activities mapped to the buyer journey that:
- Create awareness and demand.
- Capture high-intent signals for engagement.
- Enable champions to advocate internally.
- Accelerate adoption and maximize product value.
- Facilitate upselling and cross-selling opportunities.
- Prioritize Quality Over Quantity: Focus on impactful tactics instead of diluting resources across too many initiatives.
5. Assign Roles and Collaborate
- Clearly define roles and required skillsets.
- Foster cross-functional collaboration between marketing, sales, customer success (CS), and revenue operations (RevOps).
Key Takeaways:
- Buyer-Centricity: Understand that the buyer journey is nonlinear and may involve skipped or repeated stages.
- Unified Approach: Collaboration among marketing, sales, CS, and RevOps ensures a seamless experience and maximizes impact.
- Revenue-Driven Marketing: Build strategies and programs that directly contribute to pipeline creation and revenue growth.
By addressing the buyer journey holistically and building a unified team to support it, this approach ensures not only alignment but also sustained growth and customer success.