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Lisa Shepherd

Phase 3—Brand Building
Just like with one and two, there is no hard and fast line
between Phase 2 and Phase 3. A B2B company in Phase 3
has reached a point where it seeks to dominate its industry.
Marketing becomes a major investment in order for the
company to solidify its brand position. The tactics that it will
undertake may be more complex and long-term oriented, such
as sponsorships. There is powerful value in being a Phase
3 B2B company—these organizations move to value selling
and garner premiums for their expertise and brand rather
than purely the widget they produce. The expectation should
be that the company gets sole-sourced and is able to secure
price premiums over the competition.
On the following page is a chart that suggests the main B2B
marketing tactics and the marketing goals they fulfill. Keep in
mind, every industry varies, so this is only a guideline.

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© 2012 Lisa Shepherd