Define The Current State
Before an organization can strive towards an effective industrial marketing campaign, it must first understand where they lie. This means having a robust understanding of existing marketing materials, resources, and long-term strategies. Using customer information and preliminary information gathered over the years can help to eliminate duplicative efforts. Most businesses have answered countless customer inquiries over the years, and they can use that information to inform their marketing strategies moving forward. Additionally, understanding what hasn’t worked in the past is an excellent way to avoid repeating it in the future.
In this phase, organizations should also be painting a clear picture of what their competition is doing. Using proven methodologies from the competition can show organizations where they need to improve to remain a key player in their industry.