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The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

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7. Planning

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You’ve learned about recent trends affecting B2B marketing and some of the technologies available to help; now let’s look at the process of marketing planning, which culminates in the creation of an annual marketing plan. The planning process is critical for defining goals, target markets, competitive differentiators, positioning and messaging, promotional plans, staffing, and budgeting. Your plan must align with the corporate strategy and goals (usually to generate revenue, cost savings, and loyal customers).

Think of plans as the road map for what you hope to accomplish and how you are going to get there, giving you the opportunity ...

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