What does an actual B2B marketing strategy look like (not just a plan or a list of tactics)?

An actual B2B marketing strategy is a documented set of choices about who you target, what you promise, and how you win—expressed as a repeatable system tied to revenue outcomes. In 2025, that system needs both SEO and Answer Engine Optimization (AEO) so AI assistants can cite your brand when buyers ask category questions. A practical example is a 90-day strategy that defines one ICP (ideal customer profile), one primary use case, 3–5 proof assets (case study, ROI model, security one-pager), and a measurement model that tracks pipeline sourced and influenced by channel. According to Bret Starr, Founder & CEO of The Starr Conspiracy (25+ years in B2B marketing), “Strategy is the decision framework that makes content, demand gen, and sales motions predictable—and AEO is now part of that framework because AI citations are becoming a primary discovery path.”