This blog interview explores the strong relationship between business management and marketing, delving into the core of strategic management in corporate marketing. Discover the critical role of
marketing strategies in today's business landscape and understand how they are deeply rooted in effective management practices.
Unleash the success: Linking business management and marketing
Business marketing for various industries includes different solutions to generate interest. Whether it's enhancing the vitality of a brand to increase sales or driving market
awareness while participating in a trade show exhibit, developing unique communications based on the marketing mix is key. A critical task of marketing management is to accurately
assess, from each buyer's perspective, which elements should dominate the marketing mix strategy.
Today's B2B companies are seeking methods to automate sales and marketing services to better control unpredictable and widely fluctuating markets. Therefore, marketing management
strategies should encompass a variety of digital tools that help forecast more accurately and facilitate internal and external marketing communications with a customer-centric and marketing
Seamless operability in B2B marketing requires highly skilled marketing managers who can understand aspects of multi-channel management models for inbound marketing, trade show
preparation, and marketing strategy coordination, as well as content marketing design.
Insights from on marketing
and strategic management
your entire career, you have taken part in different projects as a business
marketer in the English-speaking market. What was your role in B2B marketing
for the last decade while working for international companies?
My role is to create and distribute content that helps attract, engage and convert potential customers. But also to nurture existing customers. I´ve been responsible for creating a variety of
content types, including blog posts, white papers, case studies, infographics, videos, and more. This content should ideally be informative, educational and engaging for the target audience, so I prefer
working with a skilled content writer for the best results.
The goal of B2B content marketing is to provide valuable information and resources for where people are in their buyer's journey, that can help potential customers make informed decisions about
purchasing products or services. I distribute content through a range of channels, including social media, email and other digital marketing channels.
Together with the team, I developed a content marketing strategy that aligns with the organization's overall marketing goals. This is done through research, identifying target audiences and
defining key performance indicators (KPIs) to measure and analyze success. This may involve tracking website traffic, engagement statistics, lead generation and other key
management is an essential part of promotional marketing for companies
operating in B2B industries. What are the key elements of event management that
can better influence sales, and why will it be more important for trade shows
and conferences than others?
One of the most important elements of event management is understanding the target audience.
To attract them the event should be promoted and marketed in various channels in a way that resonates with the audience and addresses their needs, interests, and pain points. To build brand
awareness the event should be branded in a way that reflects the company's values and messaging.
The content of the event should of course be curated to provide value to attendees and help them achieve their goals and preferably include networking opportunities. If the experience for the
participants is positive and inspiring, they are more likely to take action towards a purchase afterward or feel loyal towards the organizer which in the long run might mean that
Following up with attendees after the event is very important for the overall experience and can help convert leads into sales.
have participated in many marketing projects in the IT industry and others.
What is your conclusion regarding lead-generating and lead-nurturing campaigns?
What should marketing managers do while working on dedicated strategies
strictly concentrated on lead generation?You have participated in many marketing projects in the IT industry and
others. What is your conclusion regarding lead-generating and lead-nurturing
campaigns? What should marketing managers do while working on dedicated
strategies strictly concentrated on lead generation?
Have a clear understanding of the ideal customer persona and target group. This includes understanding their pain points, needs and motivations to develop messages and campaigns that resonate
Develop a clear and compelling value proposition that explains the benefits of the product or service and how it solves the customer's problems or pain points. The content should
be helpful and provide value. And the landing pages, forms and CTA´s must be optimized for conversions.
Use paid advertising such as Google Ads, social media advertising and display advertising, to drive traffic to the website and landing pages.
Utilize targeted email campaigns, personalized content, and other tactics that keep the company top of mind and nurture leads towards taking action. It is also important to continuously track and
measure the effectiveness and make adjustments as needed to optimize results over time.
Throughout that time, you were involved in large online marketing
campaigns. There are inherent differences between traditional marketing
strategies and internet marketing strategies. What are the advantages of internet
marketing strategies that you have noticed in your past projects?
Internet marketing strategies are generally more cost-effective than traditional marketing methods. For example, social media marketing and email marketing can be done with very little cost and
can reach a larger audience, whereas advertising on TV, radio or billboards can be really expensive, as well as hard to measure.
Online marketing provides businesses with measurable results. For example, we can track website traffic, click-through rates, and conversion rates.
The Internet also enables engagement with customers in real time. For example, social media platforms allow for interaction, responding to queries and feedback, and building long-term
relationships with them.
Internet also provides a powerful tool for demonstrating the value of offerings
and customizing them for specific customers. You have extensive content
marketing development experience for different purposes to target the right
audience. What will be crucial for developing and maintaining the company's
The company's color scheme is an important part of the graphic profile, along with the logo of course. Be sure to use the same colors in all content, including your website, social media
channels, and email campaigns.
The typography and imagery you use in your content marketing materials should also be consistent. Creating templates is a good way to ensure that all of your materials have a consistent look
strategies may involve the integration of different management tools and
multichannel approaches. What was the most successful marketing management
model that you have built for a certain project or campaign?
I will not call myself an expert on different types of methods and I can´t mention one specific model. In short, it is important to think about all the different touch-points a person might have
with a campaign and optimize them carefully.
Consider where in the buying journey the recipient is, in order to choose the right type of content and message for them to move forward towards a decision to buy from you. Be consistent with the
design, typography and tone of voice.
Make sure you've done your homework before you set the goals and content of a campaign and make sure to use learnings about different tactics and channels for your target
audience so you choose a good path. Get started and measure and optimize over time and don't forget the visitors who don't convert immediately but follow up with remarketing and sales outreach if
possible. Make it easy and effortless to make a purchase.
high-potential customer segments might be challenging while developing content
marketing aligned with business objectives. What might be necessary for
strategy content creators to trigger the most attention?
This is a hard question. It´s important to do audience research. Strive to have a deep understanding of the target audience and know their pain points and needs so that you can create good
content for them.
Use data. By analyzing website and social media analytics, search engine data and other data sources, you can identify the topics and formats that are most popular with your target audience.
Don´t be tempted to create a lot of content to try to reach as many people as possible, it's important to focus on quality over quantity. Create high-quality content that is
informative, engaging and relevant for the receivers.
Visuals are a powerful tool to enhance content and make it more engaging. Storytelling can also be a powerful way to connect with your target audience on an emotional level.
You are currently involved in business marketing strategies related to
the entrepreneurship of your own business project. What are your reflections
regarding the prospect of business development and marketing aspects that are
important for B2B campaigns in your current niche?
My start-up companyMogsy sells modular metal planter boxes to premium customers and to
professionals in garden design and architecture. Since you must learn how to crawl before walking, I am constantly learning and constantly testing different approaches and channels. I talk a lot
with representatives for my target audiences to learn as much as possible about their problems and challenges. I want to express myself in the right way in my communication and
meet them where they are, whether it's mentally, online or physically at industry events.
A customer-focused approach to communication and marketing is key!
When creating B2B content for my niche, I focus on understanding my audience and use data analysis to identify popular topics and formats. I prioritize quality over quantity,
ensuring content is informative, engaging and relevant. Visuals play a powerful role in increasing engagement, while storytelling creates emotional connections with target
audiences. My reflections on business development and marketing underscore the importance of these strategies in supporting successful B2B campaigns for my entrepreneurial
Strategic management in marketing is the process of aligning marketing activities with overall business strategy. It involves analyzing the market, setting clear goals, targeting
specific customer segments, optimizing the marketing mix (4Ps), allocating resources efficiently, managing risks, and adapting to changes. The goal is to create effective and
cohesive marketing strategies that contribute to the organization's success.
Strategic management is vital for overall organizational direction. It involves planning, decision-making, and resource allocation to achieve goals, adapt to changes, and stay
competitive in the market. Together, marketing and strategic management ensure a cohesive approach to achieve business objectives, adapt to market dynamics, and sustain a
Ulrica Björnsdotter Larson
Corporate Marketing Coordinator and Entrepreneur
Hands-on operational marketer with a distinct feeling for and interest in design and with extensive experience in coordinating both marketing campaigns and events for various
Owner of a start-up company selling premium quality sheet metal modular planter boxes, Mogsy.se
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