How We Develop Effective B2B Marketing Strategies

Ever wonder what separates exceptional marketing strategies from the forgettable ones?

Today, I'm pulling back the curtain to show you exactly how we approach marketing strategy development for our clients — using a fun example you might recognize.

A strategy for Dunder Mifflin

To show you exactly what we pull together for our clients, we created a complete marketing strategy for the fictional paper company from "The Office."

While we don't actually work with Scranton's finest paper suppliers (shocking, I know), this case study perfectly illustrates how we approach the very real challenges our actual clients face:

• Building stronger brand recognition with targeted messaging
• Attracting and meaningfully engaging new customers
• Developing deeper connections across diverse audience segments

Walk through the sample strategy with us

Run into these strategy roadblocks before?

Chances are, you've built a marketing strategy before — or had an agency build one for you. And chances are that you experienced one of the following problems once that strategy was built:

• The tactics and overall approach weren't catered to your exact goals
• Goals were unclear (or too spread out) to drive real results
• The strategy looked great on paper but was nearly impossible to implement
• There was no clear way to measure success or ROI
• The timeline was unrealistic or didn't account for necessary preparation work
• The strategy didn't adapt to changing market conditions or audience behaviors
• Budget allocation didn't match the priority of different initiatives
• Your team lacked the necessary skills or resources to execute effectively

What goes into our 12-month marketing strategies?

When we develop a strategy for clients like "Dunder Mifflin," we don't just throw together some quick tactics and call it a day. Our comprehensive approach for all our clients includes:

Market and competitive research

We start by thoroughly analyzing industry trends, competitive positioning, and market opportunities. For Dunder Mifflin, this meant understanding how a mid-sized paper supplier could compete against industry giants in a digitizing world.

"Straight from your customers" insights

Through surveys and interviews, we uncover what really matters to the people you're trying to reach. In our example, we spoke with office managers, procurement specialists, and even explored what ideal clients would prioritize in a paper vendor.

Technology and infrastructure assessments

We evaluate your current digital infrastructure to identify opportunities and gaps. Poor Dunder Mifflin was stuck with outdated systems that were holding them back (though Ryan's website initiative was a start).

SEO and keyword strategy

We identify the terms and topics that will make your business discoverable to the right people at the right time. Even paper companies need to be found online!

Creative direction and brand evolution

We develop visual and messaging frameworks that bring your strategy to life. For Dunder Mifflin, this meant evolving their brand without losing the personal touch that distinguished them from competitors.

Customer persona development

Through research and interviews, we create detailed audience profiles that inform everything from content creation to channel selection. Turns out there's more to selling paper than just knowing paper sizes!

The real magic: putting it all together

What truly sets our approach apart is how these elements come together in a cohesive 12-month roadmap. No more guessing what to do next or wondering if your marketing efforts are aligned with business goals.

Want a strategy that works for your business?

It's time to expect more out of your marketing strategy (and get more out of your marketing spend). See how our strategy approach can help.

Pssstt: You'll get the whole example strategy deck — no need to give up any of your personal information!