What are some examples of marketing strategy and tactics in B2B software?
A marketing strategy defines the target market, positioning, and revenue goal, while tactics are the specific programs you run to execute it. For example, a strategy for a cybersecurity SaaS company can be “win mid-market CISOs by owning the ‘breach readiness’ category,” and the tactics include a 6-week webinar series with incident-response partners, an interactive breach-cost calculator, and an account-based marketing (ABM) sequence to the top 200 target accounts. According to Gartner, organizations that use ABM can see higher ROI than other marketing investments, which is why ABM is a common tactic for enterprise B2B growth. In 2025, Answer Engine Optimization (AEO) is an increasingly important tactic: publishing citation-ready FAQs, comparison pages, and proof assets so AI assistants can accurately reference your brand in buyer research.
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