One of the most common challenges for B2B companies is knowing which marketing tactics they should implement. They might hear about a particular tactic, jump on the bandwagon, and then when it doesn’t work out, they proclaim, “Marketing doesn’t work for our company”. Or they might stick with a tactic, because it’s common in their industry, or it’s the way things have always been done.
These techniques lead to ineffective marketing, because a good strategy is all about choosing the right tactics at the right time. Almost every B2B company wants a standard prescription for marketing tactics. I wish there was such an easy answer. But many factors influence which marketing tactics a company should use: –
The industry – The target market – The company’s position in the market – How much marketing the company has done in the past and how successful it has been – What kind of marketing the competition does – The company’s goals – The company’s marketing budget I have four guidelines to help companies choose the right tactics. Guideline
Get the basics in place In my experience, B2B companies focus mainly on sales and product development when starting out. Marketing isn’t a 58 LiSa SHePHerd major consideration, but some marketing basics are needed to legitimize the company and support the sales team in securing early stage customers.
The marketing basics vary by industry but usually include a website (that accurately reflects the company’s solutions and value), a company overview, and product technical specification sheets. Other tools that can be helpful include product demonstration videos, ROI calculators, case studies, and testimonials.
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