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Strategic marketing documents for B2B and service business. What for?

06/ 07/ 2021
  We can state, that the market for PR services is transformed from a traditional sellers market to a consumer market: PR-specialists, marketers and other employees, who are related to communications, are obliged to explain how their activities will affect the main goal of each company - business growth and profit. On July 6, 2021, during the meeting of the EBA Odesa PR and Marketing Hub Meeting, we reviewed the strategic marketing documents for B2B and service business. Igor Kazakutsa, Head of Marketing and Commercial Projects at International Legal Service Interlegal, spoke in more detail about them. Thus, all marketing strategies are the result of a mental experiment and based on three main pillars: analytics, positioning and planning, so not only marketers but also top managers and heads of departments must be involved in its preparation. The main stages of creating and implementing a strategy include: objective assessment of the situation or marketing audit, writing a marketing strategy with the main goals and channels in which we will communicate with our client/consumer, budget planning and calculation, monitoring the strategy and sales, evaluation of results from its implementation. The biggest layer of work is related to marketing audit, because here it is necessary to study and understand in detail the macro environment of business and its main trends, strengths and weaknesses of your company, products and their advantages, analyze competitors and find out their competitive advantages, segment customers and ultimately choose a few key areas for which to design the positioning and unique brand message. And already after all these stages to pass to its writing and planning of activity. However, it is the audit in the field of marketing gives the opportunity to see how the results of the activities correspond to the indicators specified during the planning. If the chosen marketing strategy does not show itself as well as you planned, you should think about making adjustments or choosing another scheme of work. If the analysis shows an improvement in the companys position in the market and increased profits, then the direction was chosen correctly, and in the future the company can become a leader in its field.

We can state, that the market for PR services is transformed from a traditional “seller’s market” to a “consumer market”: PR-specialists, marketers and other employees, who are related to communications, are obliged to explain how their activities will affect the main goal of each company – business growth and profit.

On July 6, 2021, during the meeting of the EBA Odesa PR and Marketing Hub Meeting, we reviewed the strategic marketing documents for B2B and service business. Igor Kazakutsa, Head of Marketing and Commercial Projects at International Legal Service Interlegal, spoke in more detail about them.

Thus, all marketing strategies are the result of a mental experiment and based on three main pillars: analytics, positioning and planning, so not only marketers but also top managers and heads of departments must be involved in its preparation. The main stages of creating and implementing a strategy include: objective assessment of the situation or marketing audit, writing a marketing strategy with the main goals and channels in which we will communicate with our client/consumer, budget planning and calculation, monitoring the strategy and sales, evaluation of results from its implementation.

The biggest layer of work is related to marketing audit, because here it is necessary to study and understand in detail the macro environment of business and its main trends, strengths and weaknesses of your company, products and their advantages, analyze competitors and find out their competitive advantages, segment customers and ultimately choose a few key areas for which to design the positioning and unique brand message. And already after all these stages to pass to its writing and planning of activity. However, it is the audit in the field of marketing gives the opportunity to see how the results of the activities correspond to the indicators specified during the planning. If the chosen marketing strategy does not show itself as well as you planned, you should think about making adjustments or choosing another scheme of work. If the analysis shows an improvement in the company’s position in the market and increased profits, then the direction was chosen correctly, and in the future the company can become a leader in its field.

Speakers

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Ігор Казакуца
Керівник відділу маркетингу та комерційних проектів Міжнародної юридичної служби "Interlegal"
Ігор Казакуца

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