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B2B Marketing Strategy

A sustainable, measurable B2B marketing strategy is the cornerstone of success in today’s fast-changing, increasingly crowded marketplace. It’s tempting to jump right to tactics because it feels good to “do something” to promote your business, but if your marketing efforts aren’t working together, they’re working against you.

How does Altitude develop a B2B marketing strategy for a client?

Doing it is part art, part science – and all focused on developing ROI-driven frameworks and plans.


Your website. Content. PR. SEO. Digital advertising. Messaging. Trade shows. Social media. Marketing automation. Market research. Sales enablement. Analytics. There’s a ton that goes into a modern marketing plan. For too many organizations, that means efforts quickly become disjointed and siloed – and ultimately fail to meet business goals.

At Altitude, we believe in the power of tightly integrated B2B marketing frameworks. No tactic, technology or platform can stand alone. For a strategy to succeed, every piece must support – and be supported by – others. Integration breeds efficiency, insight and results.


Truly integrated marketing plans need to address every aspect of a B2B product or service’s promotional, demand generation, lead generation and follow-up needs. That means thoughtfully considering and codifying every aspect of your marketing efforts, then layering on spreadsheets, Gantt charts, milestones, integrations, timing, dependencies, and all the other stuff that ensures your efforts are working together and delivering maximum value.


Too many companies spend time and energy creating a B2B marketing plan, only to have it gather dust on the shelf – while business goes on as usual around the office. Altitude marketing strategies are realistic, sustainable and built exclusively for each client. There’s no one-size-fits-all here; strategy is a fine balance between business aspirations and actual budgetary and human resource constraints. Such constraints are not negatives – they are critical parameters that guide and shape the framework.

How do we do it? We begin with clearly identified business goals, and then determine the appropriate approach, processes, timelines, division of labor, budgets and success metrics. Everything is based on SMART goals:
  • Sustainable – How can we make this effort work for us well into the future?
  • Measurable – How will we know if this effort has been successful?
  • Achievable – Are the success metrics attainable given timeline, budget and bandwidth constraints?
  • Relevant – Is this effort driving toward clearly identified business goals?
  • Time-Based – Are there clear start and end points for this effort?

Let's Do This.

We help leading business-to-business brands hit their marketing goals. Get in touch to learn what Altitude Marketing can do for your B2B company.