The consumer marketing world is all abuzz about social media and how to use it for promotion. But what about business-to-business brands? How can a commercial or industrial marketer benefit from this medium?
Most leads don’t turn into sales right away. Maybe the prospect decided to buy a competitor’s product. Maybe the need changed. Or the purchase was put off. Maybe the specs and timing weren’t fully defined when the inquiry came your way. When a sale doesn’t come through or a lead is not super-hot, what do you do? Some companies toss all those leads aside and start over, generating new leads. What a waste! CCC recommends a different approach. Think of leads as seeds. They’re full of potential, but seeds need help and encouragement to grow. So do leads. When someone reaches out to you — by visiting your website, requesting a white paper, commenting on a blog post or whatever — that person has taken the first step in establishing a relationship with your company. The next move is up to you. Why not provide some help and encouragement?
Step One: Acknowledging the contactThe first, most important thing to do is acknowledge the contact. That lets prospects know you heard them and they’re important to you. You’d be amazed at how often this step is ignored. It’s a shame because it’s so simple. If someone requests information, send it right away with a thank you. If someone comments on your blog, respond. If someone [...]
Lots has been written about planning. Do a web search on B2B marketing and communications planning, and you’ll be overwhelmed. So there’s lots of talk, yet most companies don’t actually plan. Why is that? A big reason is that marketing and communications planning seems like a chore. Thinking. Researching. Writing. BAH!! Doing something—like creating a website or […]
Any plan begins with objectives…goals…what you want to achieve…the desired results. Marketing communications plans are no different. There’s sometimes confusion, though, as to what B2B marketing communications can do. Here’s a list of objectives that marketing communications programs can achieve.
BUILD CREDIBILITYA company may want to be seen as an expert in their field. In this case, they need to be accepted as a credible information source. Tactics that can be used to build credibility include:
- Marketing public relations, especially articles, whitepapers and case histories
- Social media [...]