Now that we’re well into 2025, it’s the perfect time to refine your marketing strategy—and trust us, a little planning goes a long way. The right approach can help you stay ahead of the curve, build strong connections with your audience and keep your business on track for the year ahead.
Whether you’re tweaking your current strategy or building one from the ground up, this step-by-step guide will help you to craft a strategy that drives real results.
1. Understanding your market and customer needs
Before you get into the nitty-gritty of your marketing strategy, it’s important to take a step back and understand the big picture. What’s shaking up your industry? What do your customers actually need from you? What are their most significant pain points? Identifying these challenges and understanding the trends influencing your sector is key to shaping your services and messaging to hit the right note.
To figure this out, harness tools such as social listening platforms, industry reports, brand surveys and Google Trends, which are excellent for getting a feel for what’s going on.
Don’t forget a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis—it’s a solid way to see where you fit in the market and spot any gaps you could fill. And while you’re at it, take a peek at your competitors too. A competitor analysis can give you a clearer picture of what’s working for others in your industry and where they might be missing the mark. Spotting these gaps could be your golden ticket to standing out and offering something they don’t.
2. Setting SMART goals
You know the drill—goals are the foundation of any successful marketing strategy. One of the most effective frameworks is SMART goals (specific, measurable, achievable, relevant and time-bound). The clearer your goals, the more likely you are to hit them. Here’s a simple example:
Specific: What’s our objective? We want to increase website traffic by 20% in Q1.
Measurable: How do we track this? Use Google Analytics to monitor progress.
Achievable: Can we do this in the time frame? We’ll focus on SEO and content to get there.
Relevant: Does it align with the broader business objectives? More traffic means more leads, which is exactly what we need.
Time-bound: What’s our deadline? Let’s hit that 20% by March 31st, 2025.
Keep your goals focused and realistic—focus on what will truly drive progress for your business.
3. Defining your target audience
You can’t market effectively if you don’t know who you’re talking to, right? So, get to know your audience. Develop detailed buyer personas (those fictional customers who represent different segments of your target market) and break them down further by listing factors such as industry, business size, goals, company size and challenges. Then, segment your audience to ensure you’re sending the right messages to the right people. It’s all about being relevant.
Also, don’t forget to dive into their buyer behaviour. Understanding how your audience makes purchasing decisions—whether it’s based on price, value, or long-term relationships—allows you to tailor your approach even more precisely.
4. The 7Ps
The 7Ps have been a go-to in marketing for years. They’re all about helping you fine-tune your strategy and take meaningful action. By diving into the 7Ps, you gain an all-rounded view of where your business sits in the market, which is invaluable for shaping your strategy, selecting the right channels, crafting impactful messaging and fine-tuning your tactics to meet your goals.
So, what are the 7Ps all about? Here’s a reminder…
Product: What solutions or services are you offering, and do they address your client’s specific needs or pain points?
Price: How are your services priced, and do they reflect the value you provide while aligning with market expectations?
Place: How are your services made available to clients? Consider channels like direct sales, digital platforms or on-site support.
Promotion: What strategies are you using to reach potential clients? Think thought leadership, industry events, targeted ads or email campaigns.
People: How does your team’s expertise and client service shape the experience for your business customers?
Process: What workflows and systems are in place to ensure seamless service delivery and customer satisfaction?
Physical Evidence: What builds trust and credibility with your clients? Examples include case studies, testimonials, your website or branded materials.
5. Choosing the right channels
With so many channels out there, how do you pick the right ones? First, think about where your audience hangs out. Are they on LinkedIn, or Instagram or maybe they prefer emails? Next, consider your budget. Some channels, like paid ads, can be expensive, while others (hello, organic social media!) might be more budget friendly.
Mapping the customer journey is also key—identify touchpoints where your audience interacts with your brand and tailor messages to improve their experience at each stage. This ties neatly into your content strategy, ensuring you’re creating content that aligns with different stages of the buyer’s journey, from awareness to decision-making.
6. Budget and implementation timeline
Now that we’ve got the strategy covered, let’s talk about making it happen. Your marketing plan needs a realistic budget and a timeline. Break down what you’ll need for each part of the plan, whether it’s creative development, paid ads or tools and software.
Make sure to set clear milestones to keep things on track and running smoothly. A solid timeline isn’t just about staying organised—it’s your roadmap for ticking off goals and keeping the momentum going. A little organisation goes a long way.
7. Measurement
The fun part! Once you start rolling out your marketing campaigns, you need to measure how they’re performing. Google Analytics, social media insights and email marketing tools are all great for tracking metrics. Look at metrics such as website traffic, conversion rates and customer engagement. As an addition, it’s also worth comparing your performance against industry benchmarks to see how you stack up. Don’t just track the numbers—use them to figure out what’s working and what could use some tweaking.
8. Reviewing your strategy
Your marketing strategy is a living, breathing document—don’t set it and forget it! Regularly reviewing your strategy is essential. Check in on your goals, performance and any shifts in the market. It’ll help you stay on track and make adjustments if tactics aren’t performing quite as planned. A little flexibility and fine-tuning will keep you ahead of the game.
By following these steps, you’ll be setting yourself up for a year of success in 2025 and beyond.
No matter where you are in your marketing journey, this approach will help you stay focused, keep things relevant and get the best results possible.
Get in touch today to chat about developing your B2B marketing strategy!
This latest thinking article was written by:
Katie Hargreaves
Content Manager