B2B Marketing Opens New Markets
While all types of marketing share some features, business to business (B2B) marketing offers some unique challenges and opportunities. B2B Marketing professionals are involved in a wide range of activities that occur prior to an end consumer ever being aware of a product or service offering. The specific strategies for B2B promotions vary significantly depending on the type of product or service being marketed, and may include staffed events, data analytics, saturated and targeted direct mail campaigns, as well as call center activities. Any or all of those potential marketing strategies may be appropriate to differentiate your company’s offerings. B2B strategists work closely with clients to develop concepts to enhance marketing efforts, allowing company representatives to explore all available options before making any decisions.
Staffed Events Generate Sales.
Staffed events are routinely used in the automotive industry to generate consumer excitement and sales. The technique works especially well in this industry, but its potential use in other applications should not be ignored. Staffed Events are generally held for a limited period of time and can be held at on-site or off-site locations. For automotive events, shopping malls, strip malls, department stores, etc. are common venues. Trade shows and other exhibits are also candidates for using outside staff. Staffed events are prime opportunities for B2B Marketing when the events are held in cities outside areas routinely serviced by in-house sales staff.
Direct Mail Campaigns Put Printed Materials in a Prospect’s Hands.
Direct Mail Marketing is highly successful at delivering printed materials directly to prospects. When well-designed, high-quality print products are mailed, prospects are likely to review the materials and consider responding. Even if they tuck the materials in a desk drawer, they are still available for review. In many cases, even if the intended prospect is not a quality contact, he or she may pass the materials on to someone else in their organization. B2B marketers often use this type of advertising to promote conferences and trade shows and to introduce new products and services. Carefully designed and packaged materials generate more responses than simpler designs, so care in the presentation is vitally important to the success of this type of marketing. Filtering plays an important role in getting the materials in the right hands, ensuring the target market receives the most appropriate marketing materials. The message content, the quality of the presentation, and the flexible filtering are all vital to ensuring the success of a campaign.
Media-Based Special Promotions are Still Viable.
Although considered dated by some, TV/Radio Promotions still provide value for the investment dollar. They serve to keep target audiences constantly aware of services or products that benefit specific industries. Advertising industry trade shows using television and radio keep the event in front of potential attendees, especially if sufficient research is conducted to ensure the ads are presented at optimal times. However, today, TV and radio spots are often used to augment other promotional venues. Special radio or television show appearances also serve to spark enthusiasm in potential customers. This type of promotion requires careful attention to content, as prospective clients will demand real information, not simply fluff material.
Using a Call Center Enhances Your Company Image.
Carefully trained call center representatives can significantly enhance your ability to conduct business to business transactions. While handling inbound calls is an important function of Call Center personnel, their usefulness as outbound sales representatives should not be overlooked. Using call centers for taking orders is a common function used by business to business marketers, but outbound calling presents an opportunity to tap new, unexplored markets. Setting appointments is crucial for all marketers, and using call center experts to handle that aspect of sales frees representatives to do what they do best – sell your products to other businesses. The key to success is partnering with a call center dedicated to providing the training and service needed to build your brand and increase sales.
Other business to business marketing strategies deserve attention.
Because B2B marketing is constantly evolving, companies must be willing to explore all options to maximize their profit potential. Finding a good balance of marketing strategies also includes keeping track of budget constraints. The strategies selected must provide a decent return on investment if they are to be used on a regular basis. Remember, however, that it takes time for some strategies to prove themselves. Other strategies to consider include:
- Digital Marketing
- Offsite Events
- Sponsored Events
- Publication Inserts
Each of these potential strategies can be used to enhance overall marketing efforts. While not all options may be appropriate for your business, discuss them carefully with a business to business marketing professional before deciding for or against their use. Because different strategies can significantly enhance marketing returns, consider using previously untried marketing plans to determine if new ideas will drive traffic to your business. While not all ideas will work for every application, all should be considered before any are discarded.
Whether your goal is to attract new business to business clients or retain existing customers, developing long and short-term marketing goals, including the strategies to be used in attaining those goals, is crucial. Each type of business to business marketing strategy presents options to be considered when developing those plans. Sitting down with a business to business marketing professional to explore the options available is the first step to opening new markets.