This article will discuss the basics of marketing and will provide marketing solutions for B2B companies looking to improve their marketing strategies. The topics that will be covered in this article include segmentation and messaging, and communication channels.

Segmentation and Messaging
The next element of a successful marketing plan is segmenting your target audience and tailoring a specific message that will address their wants and needs. At its most basic level, market segmentation refers to dividing a market in terms of commonalities or similarities. Meaning that the members of a specific market segment have something in common.

The major purpose of market segmentation is the concentration of marketing energy or marketing solutions to a specific subdivision or market segment to gain an advantage over the competition within this specific subdivision. Concentration of marketing energy or solutions is the key component of all marketing plans, and market segmentation is the marketing solution or tool that allows us to help achieve this focus.

There are numerous ways to segment a market for business-to-business marketing, the most common of which is firmographics. Firmographics refers to the characteristics of a specific organization. Much like demographics to an individual, firmographics paint a portrait of an organization based on factors such as industry, number of employees, revenue size, number of locations and the location of the company.

Marketing segmentation is important because it is a great way to apply marketing solutions or energy to a subset of a specific market. However, crafting a message that resonates with that specific subset is equally important. If you choose to segment the market by focusing on firmographics make sure to target your brand or message to the largest segment that fits your niche. Segmentation’s greatest value lies in targeting a subset of businesses and allowing your business to craft a specific message that is tailored to the needs and wants of that specific subset.

Communication Channels

The final element of a successful marketing plan is determining your method of distribution or communication channels. Any marketing plan, no matter how well it is developed, will fail unless it is distributed along effective communication channels to the market segmentation or target market.

Selecting effective communication channels is a major element of a business’ marketing mix. Businesses must properly use direct marketing, sales promotion advertising, personal selling and public relations to communicate the existence and value of a product or service to the target audience.

In order to properly select effective communication channels or distribution methods, business must focus on getting their message, product or service to the target audience at the right time with consideration for profit and effectiveness. Successful marketing does not end when an individual or business has developed a successful service or product and has found its ideal client or target audience. Marketers must then decide how they are going to distribute this message, product or service to their target audience.

Businesses that successfully identify an ideal client or target audience, differentiate their business from their competitors, properly segment their target audience and create a message that is distributed through the proper channels to reach their target audience will ultimately be successful. By following these steps you will be reaching potential customers with an effective message and will ultimately see an increase in sales and profit.