Friday, December 13, 2013

What Sets Business To Business Marketing Apart

Marketing to business customers can shorten the time it takes for a company to reach its sales goals. One business to business (B2B) sale could yield a company $100,000. Those revenues generally come if a company sells products in volume or if a company sells its products at a top dollar price. Yet, just as it is with business to customer (B2C) sales, companies won't generate enough sales to get or keep their bottom line in the black until enough customers become aware of them.

In addition to being aware of a company, customers need to "trust" a company before they purchase a product or service. Door to door sales and other direct sales steps like cold calling are options open to companies that are looking to land more business customers. However, these B2B marketing solutions take time, not exactly what some businesses, particularly small businesses that are led by solopreneurs have lots of. Advanced digital solutions may be these entrepreneurs best choice.

Advantages companies gain with digital B2B marketing solutions include email marketing, event management, website visitor tracking, campaign management, social marketing, including social publishing and social profiles. The challenge comes in when companies have to actually sit down and choose one or more B2B marketing solutions.

Points to consider when reviewing the marketing programs are whether or not companies that sell the programs offer training to companies that buy the software from them. The complexity level of the programs is another factor to consider, as is the potential for businesses to customize the programs. Additionally, some marketing solutions have built-in web forms, forcing businesses to use their forms.

This could turn business prospects off, creating the impression that a company's marketing forms are owned by the firm the software is leased or purchased from. To keep their personal message and logos in front of prospects, companies should look for B2B marketing solutions that let them customize web forms they use. For example, B2B marketing solutions from salesfusion are compatible with a range of web forms.

Other features to measure are lead capture, including Internet lead capture, video hosting and lead routing. Entrepreneurs shouldn't assume that these tools will meet their marketing needs. Instead, they should watch live demos of the marketing solutions. They should also have their in-house marketing managers meet with sales leads at firms that sell B2B marketing solutions so they can ask the firms' sales leads questions about the products.

These steps save companies money and time. They also reduce the risks companies take as they market to other businesses. And reducing these risks is paramount to a company's success. As Wikipedia shares, "One of the characteristics of a B2B product is that in many cases it is bought by a committee of buyers. It is important to understand what a brand means to these buyers."

Furthermore, "Buyers are usually well-versed with costing levels and specifications. Also, due to constant monitoring of the market, these buyers would have excellent knowledge of the products too. In many cases the purchases are specification driven. As a result of this, it is vital that brands are clearly defined and target the appropriate segment." It takes targeted marketing for companies to set themselves apart from the competition.

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