High-Tech B2B Marketing Capabilities Model v 1.1

This is a new release of High-Tech B2B Marketing Capabilities Model that encompasses the recent results of professional discussion at B2B Technology Marketing Community on LinkedIn. This discussion sparkled in the response to the question "How are you finding NEW customers today?" suggested by Barbara Kuntz from Miyachi Unitek. More than 50 marketing executives and experts shared their views and experiences on the topic. They have mentioned 31 marketing capabilities that high-tech companies might consider to develop and incorporate at B2B markets.

The revised version of High-Tech B2B Marketing Capabilities Model comparing to the previous one gained the following new entries:

• Market Canvas (incl. industry lists, professional communities)
• Competitive Benchmarking
• Touch Points
• Gamification
• Partnering with Complementary Businesses
• Channel Programs (incl. market development initiatives)
• Organizing

High-tech B2B marketing capabilities model v 1.1

Process Area	Marketing Capabilities
Intelligence	Foresight; Scenarios; Trend watch; Client collaboration; Marketing research; Client business analysis; Market canvas (incl. industry lists, professional communities); Competitive benchmarking
Planning	Business model; Strategy; Brand; Product; Value proposition & pricing; Customer service; Touch points
Creative Production	Design; Video; Photo; Print; Content (incl. referrals, cases, white papers, e-books, landing pages); Web solutions; Blogging; Gifts, souvenirs, promotional items
Marketing Campaign	Tradeshows; Web/SEO/Social media; Conferences/RTs; Events, roadshow, experiential marketing, on-site excursions; Gamification; Traditional media; PR; Sales promotion; Leads nurturing; Sales & CRM; Partnering with complementary businesses; Customer training & development; Stakeholder relationship management; Post-sales engagement
Supply Chain Management	Agile chains; Channel programs (incl. market development initiatives)
Marketing Management	Market orientation; Revenue model; Marketing KPI; Business processes;  Organizing; Coordination of R&D, marketing and production; SCRUM; Learning; HRM; Marketing automation software

Recommended for Further Reading:

Edward Hadley: High-Tech B2B Marketers Plan to Increase Budgets Throughout 2012. - June 18, 2012

See Also:

Dec. 29, 2012 - New Updates to High-Tech B2B Marketing Capabilities Model: Customer Community Management, Sales and Channel Enablement