In today’s increasingly competitive B2B landscape, more and more companies come to us with a common challenge:
“We’re seeing flatlining demand, increasing competition, and we’re not sure what to do next.”
Often, these businesses already have lots of ideas. SEO? Paid media? LinkedIn campaigns? Content marketing? Sure, but which ones actually move the needle?
At IMPACT, we’ve learned that rushing into tactics rarely leads to sustainable results. Instead, we advocate for a structured approach grounded in diagnosis, strategic alignment, and internal consensus-building.
We call this our Marketing Consultancy & Roadmapping Program, and it’s proven to be the most effective first step for B2B companies serious about marketing transformation.
Why Tactics Alone Don’t Work Anymore
The truth is, B2B marketing in complex, mission-driven industries is rarely about finding the next hack or trick. It’s about transformation of mindset, messaging, positioning, and execution. That transformation starts with clarity.
Too often, we meet clients looking to “just run some ads” or “get quick leads.” But without addressing the root causes behind stagnant demand — weak product-market fit, misaligned messaging, broken funnels — tactical activity becomes just noise.
In other words, it’s like treating symptoms instead of the underlying illness.
The 3D Framework: Discover, Discuss, Direction
To address this, we designed our 3D Marketing Consultancy & Roadmapping Program, a 3-phase engagement to diagnose problems, build internal alignment, and chart a strategic path forward.
1. Discover – Auditing and Insight Gathering
In this first phase, we:
- Audit all current marketing activities and performance analytics
- Identify what’s working, what’s not, and where the bottlenecks lie
- Conduct interviews and focus groups with internal teams (sales, product, marketing)
- If possible, gather insights from customers and lost leads
The goal is to triangulate internal and external perspectives to reveal underlying demand drivers and gaps.
2. Discuss – Hypotheses and Strategic Alignment
We then bring our insights into a workshop setting to:
- Share data-driven hypotheses on what could work
- Explore short- and long-term strategic options
- Engage stakeholders from multiple departments
- Build consensus on direction, which is crucial for enterprise teams
This phase isn’t just about presenting recommendations. It’s about co-creating alignment and momentum.
3. Direction – Roadmapping and Strategic Blueprint
Finally, we deliver a comprehensive roadmap tailored to the client’s business context. This typically includes:
- Key audit findings
- Recommended marketing strategies (both quick wins and longer-term plays)
- Budget and resource allocation plans
- A 12–24 month roadmap across campaigns, channels, and content
- Clear linkages between tactics and overarching business goals
This roadmap becomes the single source of truth for marketing transformation, one that internal teams and external vendors can align with.
The “Renovation” Analogy
We often use a simple analogy with our clients:
You wouldn’t start renovating your house by ordering carpentry, tiles, and plumbing separately. You’d hire a designer first to help you plan, budget, and coordinate the project.
Marketing transformation is the same. You don’t start with Facebook ads or SEO. You start with a strategic blueprint so every dollar spent goes toward a coherent goal.
The Real Benefits of Roadmapping
Here’s why our clients have found this program invaluable:
- Clarity on what’s working and what to drop
- Consensus across leadership on what to prioritize
- Efficient use of budgets by focusing only on what matters
- Faster execution because teams know what to do next
- More impactful outcomes, because execution is aligned with strategy
ALSO READ: What Still Works in B2B Marketing: Going Back to the Fundamentals
Final Thoughts
In an environment of increasing complexity, rising costs, and higher expectations, jumping into marketing execution without a plan is a recipe for waste.
A consultancy-led roadmap gives your team the structure and clarity needed to make every marketing dollar count. At IMPACT, we believe that’s the only way to deliver real and lasting marketing impact.
About the Author
Donald Chan is the Founder of IMPACT! Brand Communications, a digital and content marketing agency headquartered in Singapore. With over 12 years of agency leadership and 20 years of marketing experience, he helps brands in B2B, technology, and emerging industries achieve real marketing impact.