Download the 2023 B2B Marketing Strategy Workbook.

Justin Flitter
3 min readFeb 9, 2023

If you’re looking to take your B2B marketing efforts to the next level, this playbook is a must-read.

It provides a clear roadmap for success, backed by industry-tested strategies and tactics. — Lee Brooks, Revenue & Product Marketing Manager @ Multiply

I’m actually rather stoked with where this project landed. After more than 100 marketers around the world peer-reviewed and provided their feedback, I think the first edition is done!

In October 2022 I set out to document as much of my marketing strategy workflows and thinking as possible. Especially focused on SaaS and Professional Services businesses. As I’ve mostly worked with those types of companies, growing across APAC, North America and the UK.

There were 3 key insights driving this project

  • 30% of marketing budgets are wasted on mis-directed work (Source — IPA EffWorks Global 2021 Report)
  • 95% of your market are probably not looking to buy your product or service today (Source — The B2B Institute)
  • In the last 10 years Buyer behaviour has flipped from reliant to self service.

After talking to dozens of marketers, CEOs and CFOs I also learnt

  • Marketers need a trusted process their colleagues can rally behind
  • Business leaders need a trusted marketing process that aligns to their vision



Justin Flitter

CMO #SaaS | Marketing Strategy & Activation. Author of Unrivaled B2B Strategy Workbook |