Much has been written about admonishing leadership teams of the need and steps for creating vision and mission statements. There are volumes, even books on the subject. This article won’t duplicate or match the conventional wisdom found on the web or in print. But it will endeavor to highlight the best thinking on B2B vision and mission statements. It will also serve to assist company founders, CEOs, and leaders in sound ways to think about them and inspire meaningful creation and use of them in the B2B space.

Are you in the process of updating your B2B digital marketing plan for the upcoming year? Now’s a good time to perform a checkup of your company’s vision and mission statements. Even if you’re not in the budgeting and planning season, gaining more clarity on long-term company direction and near-term focus will pay big dividends towards achieving more significant results.

Or maybe you haven’t created them yet because you’ve been too busy running the business; you’re not sure how they differ; you don’t know how to get started, and you’re not too sure what to do with a vision and mission statement once you have them nailed down.

No worries. This article will help serve as a practical guide for setting or touching up your B2B vision and mission statements. It will cover the following:

• The big picture of B2B vision and mission statements
• Working definitions of each and how they differ
• Characteristics of great vision and mission statements
• Examples of B2B vision and mission statements
• A proven approach for creating them without any brainstorming
• Putting your vision and mission statements to work 

Chances are your organization’s sales and marketing strategy changed dramatically in 2020. COVID-19 forced many non-essential B2B companies to work-from-home, and nearly all business trips got grounded and in-person events like trade shows and business seminars came to a screeching halt.

Industry research studies can serve as a barometer to measure the change in key metrics over time. They are useful for pointing out trends, progress, and challenges among similarly situated companies. They help you compare your own experience and performance to others.

Have you tried using video to market your business? If so you’re not alone.

You’ve bought into creating and operating a digital marketing strategy for your manufacturing business. And you’re about to put all the pieces together.