The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

How to Think About Strategy in B2B Marketing: B2B Marketing Micro-Lesson

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Nov 20, 2024

Dive into the essentials of B2B marketing as Matthew Carnevale breaks down the crucial difference between goals, strategies, and tactics. Discover how a solid strategy serves as the guiding principle for your marketing plan. With real-world examples, learn the importance of aligning your tactics with overarching strategies. This concise lesson equips marketers with the insights needed to maintain team focus and achieve success.

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INSIGHT

Plan vs. Strategy

A plan is the overarching guide to achieve a goal.
Strategy lives within the plan, guiding the "how" and not just the "what."

INSIGHT

Goal, Strategy, Tactic Hierarchy

Goals, strategies, and tactics form a hierarchy.
The goal is the "what," the strategy is the "how," and tactics are the specific actions.

ANECDOTE

Website Conversion Example

Increasing website conversions by 20% is an example of a goal.
Improving "book a demo" forms is a tactic aligned with optimizing existing content.

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In this episode, we’re delivering another B2B marketing lesson in under 10 minutes—no fluff, just practical insights.

Matthew Carnevale, Marketing Manager at Exit Five, discusses the difference between goals, strategies, and tactics—a framework every marketer needs to plan effectively.

Matthew explains why strategy is the guiding principle behind your plan, how it keeps your team focused, and shares real-world examples of aligning tactics with strategy.

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***

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