{"id":18542,"date":"2017-02-02T15:19:55","date_gmt":"2017-02-02T20:19:55","guid":{"rendered":"http:\/\/exob2b.com\/?p=18542\/"},"modified":"2022-01-05T16:26:44","modified_gmt":"2022-01-05T21:26:44","slug":"difference-between-strategy-and-tactics-in-b2b-marketing","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/difference-between-strategy-and-tactics-in-b2b-marketing\/","title":{"rendered":"The difference between strategy and tactics in B2B marketing"},"content":{"rendered":"
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This article is a modified republishing of Exo B2B’s number 5 blog post<\/a> of 2016<\/em><\/div>\n
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Let’s start with strategy<\/strong>. The marketing strategy supports and helps achieve a good part of the corporate strategy.<\/div>\n
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Whether it be internal, such as improving employer brand, or externally like deciding to conquer a new market, marketing strategy is how one will go about achieving the company vision. This is a long-term endeavor and you have to make the right choices along the way. Continually adjustment is necessary in order to maintain course. That’s why the marketing strategy needs to be reviewed annually to realign, if necessary. \u00a0It must match the intentions of the CEO or the Board of Directors.<\/div>\n<\/div>\n
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That said, the ease with which companies now have access to a wealth of information brings about dramatic changes in strategies. New business models inspired by rapidly changing technologies force us to adapt our marketing.<\/div>\n
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tactics<\/strong> are framed by the mission, which is the “Why we do what we do.” So, do it right! Corrections must be prompt. We are in the small data category, which must not be forgotten. These tactics will be accomplished by performing a series of very precise actions. Tactics are confronted with reality in the field. If the intention is to conquer Rome, we know that several paths lead to it …<\/span><\/p>\n<\/div>\n

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Now let’s have a closer look at the difference between strategy and tactics<\/div>\n
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Find the error in this statement: \u201cOur strategy for next year will be to do more trade shows.\u201d<\/span><\/p>\n

Strategy or tactic?<\/span><\/h3>\n

In simpler terms\u00a0:<\/span><\/p>\n

Tactic\u00a0: <\/i>do things correctly<\/i><\/span><\/a> (actions)<\/i><\/span><\/p>\n

Strategy\u00a0: <\/i>do the right thing<\/i><\/span> (intentions)<\/i><\/span><\/p>\n

All that is tangible, visible and concrete are tactics. This is why it\u2019s easy to fall into the trap of confusing strategy with tactics.<\/span><\/p>\n

Therefore, participation in trade shows is tactical as it concerns implementation.<\/span><\/p>\n

The strategy and intention would be to develop a new geographic area or a new market for a product or service.<\/span><\/p>\n

The strategy should then be expressed as follows: \u201cOur strategy this year is to expand into new geographic territories with our new product<\/span><\/a>.\u201d<\/span><\/p>\n

Interdependence of strategy and tactics<\/span><\/h3>\n

Strategy is not worth much if tactical marketing and sales do not materialize it.<\/span><\/p>\n

Let\u2019s have a look at the relationship between the two and the pitfalls of being effective at only one of them. The following table shows the result according to the combination.<\/span><\/p>\n

\"Strategy<\/p>\n

differentiating strategy and tactics<\/span><\/h3>\n

Many put their efforts in a so-called \u201cstrategic\u201d plan, as they engage in the development of tactics and an implementation schedule.<\/span><\/p>\n

Before starting a tactic, we must ask ourselves whether this tactics supports the strategy and how? Here are some questions to ask in the context of attending a trade show …<\/p>\n