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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
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