The New Landscape of Digital Marketing

If a major earthquake occurs it’s not so hard to imagine that the landscape will change in appearance. The results are similar even on a smaller scale. The point is this when something happens, something changes. More importantly, those who adapt to the change move on and progress. Those who don’t, well, they don’t and fall to the wayside. There has been a major shift in the digital marketing landscape, especially for B2B companies. It’s going to require adaptation to progress and thrive and that very adaptation is going to require a strategy.


Here are a few things to consider when developing that B2B strategy:

  • What worked then doesn’t work now – be willing to adapt.
  • Buyers today are in full control of how they purchase products and services.
  • Consumers expect to interact with your brand and be educated about it online.
  • They want to make a purchase without being coaxed by your sales personnel.
  • Most marketing messages are ignored due to the overwhelming amount.
  • Attention is short and you have approximately 7 seconds to secure it.


Yesterday it was thought that strategic digital marketing was only for the big boys. Today, however, it has become quite essential for small and mid-size companies as well. For now, there isn’t a more cost-effective way to stay top-of-mind and gain market share. In other words, to stay in the arena, the name of the game is a well thought out marketing strategy and not short-term sales tactics.



  • Your brand has to be useful and has a purpose in the market.
  • Speak your market’s language and motivate them to take action.
  • Consistently put yourself in front of their eyes and solidify your impression.
  • Follow thru on those efforts to ensure a consistent brand experience.

Overall, it’s very important to lead with the strategy so that the associated tactics can be executed in the most purposeful way.


The Essentials

Effective marketing is always driven by a well thought out strategy. It is the very essence of results-driven marketing and sales.

  • Strategy must dictate what tactics should be employed
  • Precision instead of poking in the dark.
  • Planning in advance.
  • SMART goal setting from proper benchmarking.
  • Consistently analyze and measure results for improvement.

If you keep these essentials in mind while developing your strategy you can very much expect positive results. It all depends on your adherence and consistency.



Here’s the breakdown:

  1. Clearly, state who you are and what you stand for. That messaging should also make clear who you’re talking to (target audience), your brand’s promise to the market, and why you’re better than the competition. A good strategy will define these tactics.
  2. Define your marketing procedures and responsibilities. Delegate who is in charge of each aspect of the marketing operation and what is expected. Honing your strategy in this way will prevent the poking around and increase efficiency.
  3. Planning in advance is pretty much self-explanatory. It’s important to know that it should cover your budget, editorial calendars, and any campaign templates that you wish to utilize. These should also be developed to have flexibility.
  4. Good benchmarking is essential. How do you know where you’re going if you don’t know where you’ve been, or better yet, where you are now.
  5. Analyzing and measuring your results is always a best practice. You can quickly move from A/B testing to proven methods which should invariably improve your strategy down the road. This fosters consistent improvement and ensures your progression with an ever-changing marketplace.


The Results

A very good question that comes up quite often is, “Even though it worked for someone else, how do I know it will work for me?” The answer is simple. You don’t. In other words, one cannot learn to swim if one does not get into the water. So, with that being said, yes, success can be yours if you’re willing to dive in. An increase in revenue growth will be experienced by implementing a strategic marketing plan that can be consistently improved upon and repeated. That water is called the pool of sustainability and you can trust that everyone wants to swim in it.


Here’s what you can expect:

  • Increased ROI from your implementation.
  • Precise alignment of marketing and sales.
  • Increased value of your brand credibility.
  • A definitive approach to brand influence in the market.
  • Acceleration of revenue growth.

We’ve all heard about digital marketing, inbound marketing, marketing automation, SEO, PPC, social media and so on. Unfortunately, a lot of small to mid-size companies are not aware of developing a sound strategy. There is an axiom that has been excessively used and it reads, “If you fail to plan then you plan to fail.” It doesn’t get more succinct than that.


Ask yourself these questions about your current strategy:

  • What do you bring to the table and why should your prospects care?
  • What do your prospects think of your brand? What do they tell their friends?
  • Would they be disappointed if you disappeared tomorrow?
  • Why do they choose you over the competition?
  • Why do your employees show up every day?
  • Does your content make people take action or are you just another ripple in the media ocean?


Hey, thanks for the info. Now what?

If you need any help with your digital marketing strategy, we have tons of free resources to get you over the hump. Have questions or comments? Please use the comment form down below. We read and reply to every comment. If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!


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