The marketing strategy consequently needs to describe tactics and actions to serve these generic company strategies. A common B2B Marketing strategy framework is the Four Ps of the marketing mix: product, price, place, and promotion. Expanded concepts are the Seven Ps, adding People, Processes, and Physical Evidence to the 4Ps. This comprehensive comparison explains the differences between Business-to-Consumer Marketing and Busines-to-Business Marketing.
Porter’s three generic strategies are a common approach to the subject. However, there are multiple ways on how to differentiate between marketing strategies in B2B.
One of the most celebrated approaches has been put into writing by Marcus Sheridan in his bestselling book “They ask, you answer”, a new and highly successful strategy to target the modern, digital customer.