B2B Marketing Tactics for 2024   [INSIGHTS]

If you do not have a B2B or B4B strategy, what are you waiting for?

BY Pierre Herubel

• Start a content strategy 🟢
• Run outbound targeted campaigns 🔵
• Launch paid ads to capture demand 🟡
• Build network effects marketing programs 🔴

So many options but limited resources.

You need to allocate resources wisely based on:

• Team’s time → how many hours available per week?
• Marketing Budget → how much can you spend?
• Skills → what can your team do and can’t do ?

But it’s not always easy to choose from all the tactics available.

• Which one should you try or not?
• Is it the right tactic for you?
• What to prioritize?

Here are some guidelines for your decision:

1. Choosing the right tactics should always start from your audience:

• Study WHY they buy → Know what message to say
• Research HOW they buy → Know where to say it

Research → Strategy → Plan → Execute

2. But let’s face it – it’s also about practical resources:

• Your Budget → How much can you spend on marketing?
• Time to get Results → How long can you keep until ROI?

I’ve designed a quadrant graph (enclosed) to help you for this.

You should diversify your tactics for 2 types of results:

• Fast results (quadrant 1 & 2 in the graph)
• Long term results (quadrant 3 & 4 in the graph)

Note on the graph:

• It’s a relative ranking, not an absolute ranking.
• Fast results can also bring long-term results.
• Items are positioned based on my analyses.
• Investment includes marketing budget and team.