As your business grows, things change fast. If your marketing strategy hasn't kept up, it won't take long for the cracks to show.
A strong strategy should support where you’re heading, not reflect where you were 18 months ago. It should act as the foundation for all your marketing activity, helping you make confident decisions instead of relying on guesswork.
So how do you know when it’s time to revisit it? And what should a good marketing strategy actually look like?
A strategy that grows with you
A marketing strategy isn’t just a content calendar or campaign plan. It’s the framework for how your business shows up and connects with the people who matter.
It should define who you’re trying to reach and what they care about, clarify what success looks like and how you’ll measure it, and align your messaging and channels with the goals you’re trying to achieve.
Importantly, your strategy should evolve with your business. It’s not a document to write up and forget about, but something that should be reviewed regularly and adapted when your audience shifts, your offer changes, or you enter a new phase of growth.
Why strategy matters when your business is growing
Growth brings a lot of change, and your marketing strategy should keep pace. When it doesn’t, it can quickly become something that holds you back.
If your marketing strategy hasn’t been reviewed since before a major growth phase, it probably isn’t reflecting your current goals. This can lead to inconsistent messaging, scattered campaigns and internal confusion. It also makes it harder for new team members to get up to speed or for external stakeholders to understand your business.
If you’re preparing for investment, an outdated strategy can make your business feel less cohesive or underprepared. In contrast, a sharp strategy shows clarity and control, things investors are looking for.
Strategy supports better decision making
One of the most practical benefits of having a clear strategy is that it helps you say “no.”
When time and budget constraints are tight, a well-defined strategy gives you a clear filter to assess what’s worth doing and what isn’t. It makes it easier to decide what actions align with your goals and will resonate with your audience.
Instead of reacting to every trend or suggestion, you can focus on the work that makes a difference.
It sharpens your message
Messaging tends to blur over time, especially as your offering evolves. Value propositions become overloaded and campaigns start to sound vague or familiar, which limits your impact.
Revisiting your marketing strategy helps you reset. It’s a chance to come back to the core questions: what do we want to be known for? What problems are we solving? And how do we talk about that clearly and consistently?
Consistency is what makes marketing memorable and helps your audience connect with what you do.
How to refresh your strategy
If your marketing strategy isn’t where it should be, don’t worry, you don’t need to start from scratch. Often, all it takes is a quick refresh.
Review what you have and ask yourself if it still reflects where your business is heading. Think current plans, recent campaigns, messaging and customer personas. Make sure your wider team is involved, especially those closest to your customers.
From there, you can start to rebuild. Update your customer personas, refocus your goals and sharpen your messaging. Keep your team updated and make it clear how your new direction applies in their day-to-day work.
Don’t let your strategy hold you back
Your marketing strategy should be a tool for growth, not something that slows you down. If it no longer reflects the direction you’re heading, it’s time to realign.
If you need help getting started, we’ve put together an actionable, no-fluff guide to crafting your B2B marketing strategy. It features activities to get your team involved, advice to get stakeholders on board, and ways you can apply your strategy from day one. Head to our website to find out more.
vidacreative.co.uk/insights