B2B Marketing Strategy & Planning 2

Question 1

Which framework helps B2B marketers identify whether to pursue a new market segment by evaluating market attractiveness and competitive strength?

Accepted Answer

GE-McKinsey Matrix

Answer

The GE-McKinsey Matrix evaluates business units or markets along two dimensions—industry attractiveness and competitive strength—making it ideal for B2B segment prioritization.

Question 2

In B2B marketing, an 'account-based marketing' (ABM) strategy is best described as:

Accepted Answer

Treating individual high-value accounts as markets of one

Answer

ABM treats each target account as its own market, aligning personalized marketing and sales efforts toward specific named accounts.

Question 3

A B2B company sets a goal to increase market share in the enterprise software segment by 10% within 18 months. Which planning element does this represent?

Accepted Answer

Strategic objective

Answer

A strategic objective is a specific, measurable, time-bound goal that guides marketing strategy execution.

Question 4

When developing a go-to-market (GTM) strategy for a new B2B product, which step should come FIRST?

Accepted Answer

Define the ideal customer profile (ICP)

Answer

Defining the ICP establishes who the product serves, which informs all subsequent GTM decisions including pricing, messaging, and channel selection.

Question 5

A B2B marketer uses a 'land and expand' growth strategy. What does this primarily involve?

Accepted Answer

Acquiring a small initial contract then growing the relationship within the account

Answer

Land and expand means winning a foothold deal—often a smaller contract or pilot—and then growing revenue within that account over time.

(B2B) Business-to-Business Marketing certification Practice Test

(B2B) Business-to-Business Marketing certification Practice Test

B2B Marketing Strategy & Planning 2