Go to Market Strategies – B2B Offensive & Defensive Strategies
B2B Offensive Defensive Strategies – Frontal Attack
A Frontal Attack go-to-market strategy is when the market challenger measures everything against its competitors – i.e. price, distribution, feature, functionality, benefits and business outcomes. With a frontal attack strategy, attacks are most effective when they are directly focused at another brand’s weaknesses. Frontal attacks can stall or prevent sales, impacting a competitor’s market share. For this type of attack to succeed, a thorough Strength, Weakness, Opportunity & Threat (SWOT) analysis as well as additional resources and insights are required.
B2B Offensive Defensive Strategies – Flanking Attack
Here, the market challenger looks to capitalize on gaps the market leader might be missing and focuses their attack on these opportunities. In a flanking attack, while the attack is on the brand, it is concentrated on the competitor’s actual approach, so depending on the approach taken, there may be limitations. Specifically, these choices may not be reversible or turn out to not be the best course of action.
B2B Offensive Defensive Strategies – Guerrilla Attack
Guerrilla Attacks are relatively small in scope but can be powerful. These attacks may be intermittent but they are typically well orchestrated and difficult for the market leader to defend. Guerrilla attacks are popular among small competitors who focus on stealing small units of market share that appear to be insignificant to market leaders. These small units are simply ignored by the leaders but over time they add up to a significant absolute value. Guerrilla attacks might be small, but because they’re usually repetitive, the cumulative effect can be significant.
B2B Offensive Defensive Strategies – Proactive Defense
A Proactive Defense strategy requires ongoing competitive, market, analyst and thought leader intelligence research in order to diffuse potential attacks and pre-empt potentially effective strikes. The goal is to ensure that one’s brand marketing efforts consistently help to retain and gain market share.
B2B Offensive Defensive Strategies – Reactive Defense
A Reactive Defense strategy is usually employed after a competitor has launched a significant attack against one’s organization; some may refer to it as retaliation. The counter attack must be swift and strong in order to weaken the competitor to stop market share loss. However, it’s important the counter attack is part of the overall go-to-market strategy and not simply a knee-jerk reaction.
B2B Offensive Defensive Strategies – Blitz Attack
The definition of a Blitz Attack is a sudden and coordinated effort, akin to a sudden and invasive military attack. In a business context, a blitz attack is when a market challenger “blitzes” a competitor from different directions (weaknesses) at the same time to disrupt their go-to-market strategy. This approach requires a good deal of resources and coordination, but if executed well can be effective. Defending such an attack requires segmenting resources and effectively managing numerous battles at once.
Summing it up
The bottom-line is that organizations need to be prepared to create and update their go-to-market strategies to effective compete. Organizations must attack competitors directly and be able to react to threats, in order to take market share and continue to grow. Growth can happen by grabbing share of an expanding market or taking share away from competitors by poaching customers when the market shrinks or when it is flat.