How to Create a Marketing Plan to Define Your Ideal Customers and Target the Right B2B Audience

05.17.23 // Joyce Collarde

Because the B2B world is so competitive and the B2B sales cycle can be very lengthy, marketers need to be able to focus their efforts on marketing tactics that will perform effectively. Defining your ideal audience and creating a marketing plan will ensure that your message reaches the right people at the right time.

Today, we’re discussing the 6 steps to creating a comprehensive marketing plan to target the right B2B audience. 


Step 1: Understand Your Business Objectives and Capabilities


Before diving into the specifics of your target audience, it is essential to have a clear understanding of your overall business objectives. Your marketing plan will look different if your goals are increasing sales vs expanding into new markets, launching a new product, or establishing thought leadership. Your objectives will shape the direction of your marketing plan and help you identify the audience that aligns with your goals.


Once you have defined your objectives and goals, it’s time to establish key performance indicators (KPIs) that will help you measure your progress toward achieving those objectives. KPIs could include metrics such as website traffic, lead generation, conversion rates, customer acquisition cost (CAC), annual revenue growth, increased market share, customer lifetime value (CLTV), or market share. These metrics will serve as benchmarks to evaluate the effectiveness of your marketing efforts.


When you are defining your KPIs, make sure to set realistic timelines for achieving your business objectives and determine whether your objectives are short-term (e.g., launching a new product within six months) or long-term (e.g., expanding into a new geographic market over the next two years). 


Finally, evaluate your internal capabilities and resources to ensure they align with your business objectives and if there are gaps you need to address. Your team’s skills, budget, technology infrastructure, and marketing expertise should all be taken into consideration. 


Based on your business objectives, develop a first draft of a comprehensive marketing strategy that outlines the tactics, channels, and resources required to achieve your goals. Your marketing strategy should take into account your target audience, messaging, budget, timeline, and key performance indicators. The next steps we’re going to explore will help you refine your initial marketing strategy. 


Step 2: Analyze Your Current Customer Base


Analyzing your current customer base is a valuable exercise that is necessary to refine your marketing plan and targeting the right B2B audience. By gaining insights into your existing customers, you can identify patterns, characteristics, and preferences that will help you define your ideal clients. 


Start by identifying the common characteristics shared by your most valued customers. Look beyond basic demographics such as age, gender, or location and focus on factors such as industry, company size, job titles, and roles. Then, dive deeper into your customer base to uncover their pain points, challenges, and needs. Analyze the feedback, inquiries, and support requests you’ve received from your customers to identify recurring themes. This will help you tailor your marketing messages to address those pain points and position your product or service as a solution.


Once you have a good understanding of your current customer base, segment them into distinct groups based on their characteristics, needs, or purchasing behaviors to identify different customer profiles and develop personalized marketing approaches for each segment. 


Step 3: Conduct Market Research


Now that we have looked inwards at your business objectives and existing customers, it’s time to explore what the rest of the industry is doing. Market research provides valuable insights into industry trends, competitor analysis, customer preferences, and market gaps and is crucial for targeting the right B2B audience.


First step in your market research: industry analysis. Analyzing market trends, dynamics, and challenges and staying updated on industry reports, studies, and publications to identify emerging opportunities and potential threats. When your analysis is complete, you should have a good understanding of the current market opportunities, growth rate, and saturation levels.  


Next, competitive analysis. Here you will want to analyze your competitors to identify their strengths, weaknesses, and unique selling propositions. Identify their target audience, marketing strategies, and market positioning to understand how to differentiate your business and gain a competitive advantage.


At the end of this process, you’ll be ready to start zeroing in on your buyers and develop buyer personas. 


Step 4: Develop Buyer Personas


This stage is all about creating detailed buyer personas based on your analysis and research. A buyer persona is a fictional representation of your ideal customer, encompassing their demographics, job role, pain points, goals, and preferred communication channels. Give your personas names, backgrounds, and even photos to make them feel more real. These personas will serve as a guiding compass for your marketing efforts, allowing you to create relevant content, choose the right channels, and personalize your messaging.


How do you create buyer personas? Here’s a handy list to guide you:

  1. Gather data on demographics (age, gender, location, education, etc.), psychographics (interests, values, lifestyle), and behavioral patterns (buying habits, online activities, preferred channels). This can be done via surveys, interviews, focus groups, and analytics tools
  2. Identify common characteristics: analyze the data collected to identify common traits and patterns, ook for similarities in demographics, preferences, behaviors, and pain points
  3. Segment your audience into smaller groups based on the common characteristics you identified such as industry, company size, job roles, geographic location, or buying behavior
  4. Create fictional personas by giving each segment a fictional name and creating a profile for each. Include details such as their demographics, job title, goals, challenges, values, motivations, and preferred communication channels.
  5. Visualize your buyer personas by using stock photos, icons, or illustrations to bring each persona to life
  6. Distribute your buyer personas to relevant teams within your organization and ensure that everyone understands the personas
  7. Update and refine: buyer personas are not static and should evolve as your target audience and market change

How to develop B2B buyers personas

Buyer personas provide valuable insights into the language, priorities, motivations, and communication preferences of your target audience so you can personalize your marketing messages and offers to speak directly to their needs and aspirations.


Step 5: Create Customized Marketing Messaging and Outreach


Now that you have defined buyer personas and segmented your audience, you can customize how and where you interact with your audience. 


Different audience segments may have distinct preferences when it comes to communication channels and media consumption, for example some segments may be more active on LinkedIn, Twitter or Facebook, while others may rely on industry-specific publications or events so you need to carefully choose which channels you advertise on. In addition, your messaging and offers should be adapted to each channel: a long-form video is more appropriate for YouTube than for TikTok and a whitepaper could resonate better with LinkedIn users than with Instagram users.


Regardless of which channel or segment you’re targeting, your messaging should clearly communicate the key features and benefits of your offerings. Focus on how your solution can help your audience overcome challenges and achieve their goals, and emphasize the unique value and advantages that your solutions bring. Incorporating social proof such as customer testimonials, case studies, or industry awards elements into your messaging is also a good way to build trust and credibility with your audience.


Step 6: Monitor, Measure, and Refine


You started your marketing plan by identifying goals, objectives, and KPIs, so now is the time to analyze your performance and assess if you’re on track to achieve your goals. 


Measuring success is an ongoing process: regularly review and analyze the data collected to identify areas for improvement, look for patterns or trends that indicate success or areas that require adjustment and use the insights gained to refine your targeting, messaging, channels, or tactics. Continual optimization and agility are crucial to maintain the effectiveness of your marketing efforts.


Targeting the right B2B audience is essential for the success of your marketing efforts. By creating a comprehensive marketing plan that defines your ideal clients you can create and optimize your strategy to drive engagement and conversions. Invest time in understanding your business objectives and ideal audience so you can build stronger customer relationships, generate more qualified leads, and achieve your business goals.

Get in touch with Obility’s B2B marketing experts to learn how to reach out to your ideal audience and increase engagement.