Does emotion work in business-to-business marketing? Many people would say no. Making a technical equipment purchase involves different considerations than, say, buying a new breakfast cereal. A bad decision for cereal can lead to unhappy family members, but a bad decision when buying an industrial component or a business service could have major business repercussions. It could even cost someone his job. So the thinking traditionally goes like this: The B2B prospect needs information, not emotion. Let’s just explain features. Our target is a technical expert so don’t try to sell. Play it straight and stick to the facts. That’s why trade ads often […]
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 […]