Marketing leaders across industries must consider multiple stakeholders when developing an effective marketing strategy. This is known as a business-to-business-to-consumer (B2B2C) model and can be daunting. To build an effective B2B2C marketing plan, build a line of communication between the business and its consumers, identify where the greatest area of opportunity exists, and don't be afraid to break the mold.
When beginning the process of building the audience strategy, begin with data-driven audience planning from both the B2B and the B2C perspectives. Research and ask questions to gain a strong understanding of the full customer journey, and use that research as a starting point for your media mix. Don't be intimidated by taking a risk and trying something new if the traditional playbook isn't the way to go any longer.
It's important to carefully consider which audiences and tactics are going to drive the greatest opportunity and divide the budget accordingly. Furthermore, you need to foster experimentation in marketing strategy to avoid the pitfalls of confirmation bias and drive greater insights and effectiveness. By doing so, you can create an effective B2B2C marketing plan and challenge the status quo in the process.
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The Top Three Ingredients of a Smart B2B2C Marketing Strategy
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