In 2022 alone, we’ve seen a major shift to short-form video content; the rise and fall of new platforms (looking at you, Meta); and the continuing impact of the global pandemic.
HubSpot
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If there’s one constant in the changing world of B2B marketing, it’s that yesterday’s solutions won’t meet tomorrow’s challenges. There’s always a shiny new behavioural pattern or trend arc around the corner, ready to outsmart the current best practices and turn your latest rationale into legacy thinking.
Why living strategies are the natural choice
- Responsive, active, nimble, and data-driven, so you can continuously adapt to what’s next and track as you go
- Built on value creation, for the business and the buyer
- A customer experience journey, approached as a series of agile sprints
- Not set in stone over the long-term or assessed too far down the line
- A marketing strategy that’s aligned to your business vision and growth target
What’s a living strategy?
As opportunities present themselves, the strategic roadmap that’s working for you now could go off track or run out of road. With the continual shift of people and preferences, you need ongoing marketing strategies with flex built in.
It’s 100% organic
The pace of change isn’t going to slow down. When market disruption is a fact of life, it’s only natural that marketing strategies are actively designed to reflect this.
1
Lay the best foundations from the start
- Understand the reality of your market and buyers
- Identify what could resonate with them now and next
- Connect the touchpoints of the expected buyer experience
- Pinpoint how you can best challenge thinking and move mindsets
- Align your marketing strategy to your business objectives
Test, learn, and align your approach
2
Keep up with ongoing change as it happens
- Constantly gather data to help inform decisions
- Understand what’s new and upcoming with your market and buyers
- Pay close attention to people’s preferences in a current world context
- Continue to deliver relevant meaning to your audiences
- Evaluate against your marketing and business objectives
Test, learn, and refine your approach
3
Live for market agility and breathe buyer adaptability
- Assess ongoing data to change direction or stay on track
- Keep CX as your north star, but make behavioural change your compass
- Rapidly adapt your focus areas and practices, if required
- Better connect with buyers to build stronger mental availability
- Improve brand health by being seen as change agents and leaders
Test, learn, and evolve your approach
2
Keep up with ongoing change as it happens
- Constantly gather data to help inform decisions
- Understand what’s new and upcoming with your market and buyers
- Pay close attention to people’s preferences in a current world context
- Continue to deliver relevant meaning to your audiences
- Evaluate against your marketing and business objectives
Test, learn, and refine your approach
1
Lay the best foundations from the start
- Understand the reality of your market and buyers
- Identify what could resonate with them now and next
- Connect the touchpoints of the expected buyer experience
- Pinpoint how you can best challenge thinking and move mindsets
- Align your marketing strategy to your business objectives
Test, learn, and align your approach
5 great reasons to activate a living strategy
1
Short-term flexibility and focus for longer-term growth
2
Optimise the value of a human-centered approach in a changing world
3
Drive the business forward into the future, without guesswork or assumption
4
Prioritise the most effective levers to achieve ongoing success
5
Draw a straight line between action, impact, and customer lifetime value
Discover how Revere can help you create B2B marketing with meaning for distinctive customer value and longer-term business growth. Contact your Revere account team or reach out to:
Fiona McKenzie
Managing Director
Email: fiona.mckenzie@thisisrevere.com
Call: +44 (0) 1628 569000
