Attention Marketing Managers...
131 Ways To Boost Response
To Your B2B Marketing
To Your B2B Marketing
"David is reliable, innovative and result-oriented.
His ability to initiate and complete any marketing communications effort from start to finish makes
him an asset."
Laura Zerebeski
Special Projects Mgr.
Finning International
His ability to initiate and complete any marketing communications effort from start to finish makes
him an asset."
Laura Zerebeski
Special Projects Mgr.
Finning International
B2B Marketing
Article Of The Week
Article Of The Week
5 Reasons Why Most
B2B Marketing Doesn't Deliver The Results You Need
B2B Marketing Doesn't Deliver The Results You Need
After nearly two decades of consulting and writing for the business-to-business sector, I've found there are several mistakes that I see time and time again in B2B marketing.
If you've made mistakes like those below, don't blame yourself. These days there's a baffling array of marketing communications methods to reach customers and prospects. Online content... direct mail... ads... search engine optimization... and an endless variety of marketing collateral. It's enough to make even the most seasoned b2b marketers second-guess themselves.
See if these marketing mistakes apply to your b2b company. Some may surprise you.
1) You use the WRONG marketing communications medium
Many b2b companies drop loads of money into marketing that barely impacts their prospects and customers. Unfortunately, many companies don't do the necessary research before they advertise.
It's quite possible you're delivering your sales offer to a virtually empty room. For example, sending advertising postcards to c-level executives is a poor choice. These decision makers often have their ad mail filtered before it arrives on their desk.
If you've made mistakes like those below, don't blame yourself. These days there's a baffling array of marketing communications methods to reach customers and prospects. Online content... direct mail... ads... search engine optimization... and an endless variety of marketing collateral. It's enough to make even the most seasoned b2b marketers second-guess themselves.
See if these marketing mistakes apply to your b2b company. Some may surprise you.
1) You use the WRONG marketing communications medium
Many b2b companies drop loads of money into marketing that barely impacts their prospects and customers. Unfortunately, many companies don't do the necessary research before they advertise.
It's quite possible you're delivering your sales offer to a virtually empty room. For example, sending advertising postcards to c-level executives is a poor choice. These decision makers often have their ad mail filtered before it arrives on their desk.
"Dave has proven himself to be an asset to the B2B marketing communications team when he helped with
the professional launch of an international service program. He was pro-active in helping to make the launch successful.
His writing was highly benefit-oriented and sharply
focused on our target market. In short, I will be happy
to work with Dave again, and I recommend him wholeheartedly."
Petra Roth
Marketing Communications Manager
Process Instruments
Thermo Fisher Scientific
(B2B multinational & Fortune 500 company)
the professional launch of an international service program. He was pro-active in helping to make the launch successful.
His writing was highly benefit-oriented and sharply
focused on our target market. In short, I will be happy
to work with Dave again, and I recommend him wholeheartedly."
Petra Roth
Marketing Communications Manager
Process Instruments
Thermo Fisher Scientific
(B2B multinational & Fortune 500 company)
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"David has done several projects for us. We’ve always found his work exceptional, on time & on budget. Whenever we need help, we can count on his expertise."
Case De Visser
President
DVI Machinery Ltd.
Case De Visser
President
DVI Machinery Ltd.
"As part of the team that produced much of our advertising and marketing material, David provided excellent service and marketing advice.”
Debbie Mellenger
HomeLife Realty Services
Debbie Mellenger
HomeLife Realty Services
2) You rely on ONE marketing communications channel without testing others
A marcom budget too heavily tied into one marketing medium often doesn't meet sales objectives. Rarely can enough customers be reached using only pay-per-click campaigns... seo... e-newsletters... or another medium. Instead, an integrated marketing strategy that tests and analyzes each type of marketing promotion delivers the best results and cost effectiveness.
3) You don't use methods to measure response to your marketing initiatives
As well as testing various marketing mediums, you need to be able to measure the effectiveness of each ad, brochure, website or other promotion you launch. But few companies do this. You could be wasting a lot of money on ineffective marketing material and never know it.
4) You have no incentive to persuade prospects into your marketing loop
A website can be a fantastic marketing tool. Sadly, many companies only take step 1 of a 2-step process with their website. You may spend enormous amounts of time and resources driving traffic to it. But once you get prospects to your site, you don't offer any method to capture their name and email address. Few web visitors actually contact you the first time they visit.
The fact is 80 percent of sales are closed between the 5th and 12th contact. You need to implement step 2 -- entice prospects to provide their contact info.
You can do this by offering a free case study, white paper, or product demo in exchange for the prospect's email address. Once you've got them in your marketing loop, you can now start a meaningful rapport to turn your prospect into a customer.
5) You use a "one-size-fits-all" approach
If your business serves many different industries, are you sure your marketing communications contain benefits that address the needs of each industry? Copywriting that treats all business sectors alike alienates customers. And it sabotages the power of your marketing.
A marcom budget too heavily tied into one marketing medium often doesn't meet sales objectives. Rarely can enough customers be reached using only pay-per-click campaigns... seo... e-newsletters... or another medium. Instead, an integrated marketing strategy that tests and analyzes each type of marketing promotion delivers the best results and cost effectiveness.
3) You don't use methods to measure response to your marketing initiatives
As well as testing various marketing mediums, you need to be able to measure the effectiveness of each ad, brochure, website or other promotion you launch. But few companies do this. You could be wasting a lot of money on ineffective marketing material and never know it.
4) You have no incentive to persuade prospects into your marketing loop
A website can be a fantastic marketing tool. Sadly, many companies only take step 1 of a 2-step process with their website. You may spend enormous amounts of time and resources driving traffic to it. But once you get prospects to your site, you don't offer any method to capture their name and email address. Few web visitors actually contact you the first time they visit.
The fact is 80 percent of sales are closed between the 5th and 12th contact. You need to implement step 2 -- entice prospects to provide their contact info.
You can do this by offering a free case study, white paper, or product demo in exchange for the prospect's email address. Once you've got them in your marketing loop, you can now start a meaningful rapport to turn your prospect into a customer.
5) You use a "one-size-fits-all" approach
If your business serves many different industries, are you sure your marketing communications contain benefits that address the needs of each industry? Copywriting that treats all business sectors alike alienates customers. And it sabotages the power of your marketing.