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Chapter 7—How to develop a B2B
marketing strategy in 3 steps

The three C’s allow you to put together an effective marketing
strategy quickly and clearly. It leverages the expertise that is
resident in your organization and includes external research
to validate and augment what is already known. There are
three steps in the process:

• Step 1 is an internal process to gather information
available within the company. It includes a company
workshop and interviews with staff and management. It
also collects available reports on sales, profitability, and
marketing.

• Step 2 is external—it includes research and interviews
with customers, industry experts, and competitors to
augment internal information and validate, or disprove,
the hypotheses you’ve made in Step One.

• Step 3 brings together the data and insight you’ve gained
on the three C’s to confirm the marketing strategy—target
market, value proposition, and messaging.

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© 2012 Lisa Shepherd