Why Every B2B Team Needs a Documented Marketing Roadmap

In this episode of Content Logistics, host Baylee Gunnell sits down with Justin Brown, founder of Marketers in Demand. They explore what it means to build a true marketing roadmap and why small B2B teams need more than just ideas to see growth.

Justin breaks down the gap between having a “strategy” in your head and having a documented plan with real goals and actions. He explains that most teams think they have a strategy but lack a written roadmap that outlines what needs to happen and why. Without this, teams chase tactics—like paid ads or new messaging—without tying them to outcomes, which wastes time and budget.

The conversation focuses on the power of starting with clear business goals, then building tactics to support them. Justin shares why teams should prioritize content creation and test internally before spending on outside help. He closes with simple advice: if you can’t send someone your marketing strategy in a document, it’s time to create one.

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.