How can you keep your B2B marketing innovation safe from competition?

2 How to identify your B2B marketing innovation

Before you can protect your B2B marketing innovation, you need to identify what it is and why it is valuable. Your B2B marketing innovation can be a product, a service, a process, a strategy, a technique, a tool, or a combination of these. To identify your B2B marketing innovation, you can ask yourself these questions: What makes your offer unique and desirable? How does it solve a specific problem or address a specific need of your audience? What are the benefits and outcomes of your offer? How does it align with your brand values and vision?

4 How to keep your B2B marketing innovation secret

Another way to protect your B2B marketing innovation is to keep it secret, if possible. This means that you limit the exposure and access of your B2B marketing innovation to only the people who need to know about it, such as your team, your partners, your customers, or your prospects. You can also use confidentiality agreements, non-disclosure agreements, or non-compete agreements to bind the people who know about your B2B marketing innovation to secrecy and loyalty. However, keeping your B2B marketing innovation secret can also limit its potential impact and reach, so you need to balance the risks and rewards carefully.

5 How to monitor your B2B marketing innovation

A third way to protect your B2B marketing innovation is to monitor it, if possible. This means that you track and measure the performance and feedback of your B2B marketing innovation, as well as the activities and actions of your competitors. You can use tools such as analytics, surveys, reviews, testimonials, or social listening to collect and analyze data and insights about your B2B marketing innovation. Monitoring your B2B marketing innovation can help you identify its strengths and weaknesses, improve its quality and effectiveness, and detect and respond to any threats or opportunities.

6 How to evolve your B2B marketing innovation

A fourth way to protect your B2B marketing innovation is to evolve it, if possible. This means that you continuously update, refine, or expand your B2B marketing innovation based on the feedback and data you collect, the changes and trends in the market, and the needs and expectations of your audience. Evolving your B2B marketing innovation can help you maintain your relevance and value, enhance your differentiation and loyalty, and stay ahead of your competition. However, evolving your B2B marketing innovation can also require more resources, time, and creativity, so you need to prioritize and plan carefully.