Five tips for successful B2B Direct Marketing

By Glen Eisenberg

Business to business (B2B) direct marketing is a broad term that should effectively be divided into two targeted categories: End users and resellers. Reaching these businesses can be time-consuming and strategies need to be in place to ensure you maximize the effectiveness of the campaign. Here are five tips needed for successful B2B direct marketing to end users and resellers.

Know where to look – Gaining access to potential new customers and doing so efficiently is often the most difficult aspect of B2B. Use industry trade shows and events as a way to reach your target market in a timely and effective manner.

Streamline your message –Keep in mind that when dealing with B2B that every level of a business needs to be able to understand and sell your product as you would. This is done by making sure every step of the sales continuum understand the value proposition and how best to sell it.

Understand the goals and time commitment – The goals of B2B direct marketing campaign are to either generate leads or to retain current customers. Since you’re dealing with an organization, remember that businesses are making considered purchases versus impulse buys. Winning the business is a long-term strategy that comes with building a relationship with the organization.

Gimmicks won’t pay off, the right messaging will – Professionals don’t have time to waste. Treat their business like your own and ensure that what you offer has direct value to them. When doing so, speak their language, using industry jargon as they would, giving the feel that you understand their business and industry thoroughly.

Multiple touch-points are key – Remembering that the relationship may take time to build. When devising a campaign, include multiple touch-points to introduce your business to other businesses. One such touch point when dealing with retention is to offer a referral campaign. Connecting through businesses that are satisfied with your service or product can be an effective method of gaining new businesses while retaining current customers.

Glen Eisenberg is President of Precision Advertising, an innovative marketing firm that has redefined the relationship of the marketing executive with its client by bridging the communications gap between their internal sales team and their customer. Since 1997, the company has created marketing programs that are now used across the globe in over 17 languages.

Glen Eisenberg can be reached at:
Glen Eisenberg
514-343-4949

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