Today, 80% of the industry purchasing journey is done online, even before the first contact with a sales representative of the company in question (Forrester Research). In this context, how do you place on the shopping path of your target, without cold calling, without it asking anything?

I give you a thumbs up: it depends primarily on the effectiveness and relevance of your marketing strategy.

The question you are definitely asking yourself is: what the are the marketing strategy steps, where do I start to build my marketing strategy, adapted to the context of my industrial enterprise? Do not worry, I’m here to help you.

1. The overview of your business

To lay a good foundation for your marketing strategy, you must already have a clear overview of your business, your challenges and objectives and know where you are. For this, you should clarify:


If you’re reading this article, it’s because you understand that digital has become central in the industry and that it’s the best way for you to conquer new markets, to align your teams and your methods and improve performance. Here are some examples of challenges you may face:

  1. Prove the return on investment of marketing actions;
  2. Manage your website;
  3. Maintain a sufficient marketing budget;
  4. Use technology to fuel your commercial pipeline

Each company is unique, it is up to you to define what is your main challenge!


Before starting to build your marketing strategy, you should determine what you expect. Here are some examples of goals to fix:

  1. Increase the visibility of your industrial enterprise to position you as a leader in your market  ;
  2. Generate more leads through  your online presence to power the sales pipeline of your sales team;
  3. Better align marketing and sales teams to better qualify your leads and close more business faster;
  4. Better engage your existing customers as promoters of your brand;

What are the marketing strategy steps you are implementing today, and how do they work? Add to that the analysis of your website: how many visits? how many leads? what is the visit route?

Be honest and critical of yourself, so you will have more chances to progress!

The criticism may be unpleasant, but it is necessary. It is like the pain for the human body: it draws attention to what is wrong . 

– Winston Churchill

These different contextual elements will help you adapt my following tips to your industrial enterprise and its context.

2. Define your buyer personas in the industry

We can not tell you enough, personas are essential in the implementation of your marketing strategy because it is they who ultimately want to buy your products, or use your services.

To learn more about the method of personas, I invite you to learn about the methodology of buyers personas .

Creating buyer personas is the most important factor in building marketing strategy steps.

3. Define your keywords (SEO)

To enable your prospects to find you online, it is essential to have an SEO strategy in the industry. To determine which keywords you should use, you must already understand what your audience is looking for.

To understand what your audience is looking for, use your personalities, frequently asked questions from your customers, and user feedback about comparable services and products.

To learn more about SEO strategy in the industry, I recommend reading this blog post.

4. Analyze the competition

Before embarking on your marketing strategy, it is necessary to know your competitors in the market well. Achieve a complete benchmark of your main competitors in the industry, relying on their online presence and social networks, on your personas and the differentiation they expect.

The better you know your competitors, the more you can establish a marketing strategy that will build on your differentiation.

5. Establish the action plan for your marketing strategy in the industry

Once you have gathered all the information you need to create your marketing strategy, you just have to get started and establish your first action plan. The structure of this action plan will focus around your editorial line, and here are some tips to determine it.

Build your marketing campaigns around this editorial line, and get started! You can always readjust your actions according to your results!

This concludes the process of building the marketing strategy steps.

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