ThinkSpring Marketing & Communications

Tag Archive: B2B marketing tip

B2B marketing tip #279: It’s like

B2B Marketing Tip of the WeekNo, we’re not recommending a return to “Valley Girl” speech peppered with “likes.” But an analogy, or comparison of a well-known and powerful example to your subject, can be the perfect choice to get a new process or concept across in just a few words.

For example: The iPod is like having your entire CD library in the palm of your hand. Our new widget for medium-sized manufacturers is just as transformative. It consolidates all your most important engineering files in a single device.

B2B marketing tip #278: ‘Tis the season

B2B Marketing Tip of the WeekThere’s a time and a place for everything—including when your customers buy and use your services. Maximize your marketing efforts by understanding the seasonality in your industry.

Determine when budget cycles, fiscal years, annual events and other activities ebb and flow, then align your communication efforts with these critical events. Match lead generation with triggers like budget cycles, and customer education or loyalty-driven campaigns when product usage spikes.

B2B marketing tip #277: It is ours to question why

B2B Marketing Tip of the WeekSwamped by marketing tactics and ad hoc requests? Struggling to create a plan—or stick to it? Regain control with one simple question: “What is the objective?”

Next time sales or management (or even another marketer) asks for an unplanned activity, turn the conversation from tactics to strategy by identifying the goal of the request. Start with why there’s a perceived need, not what the solution is.

Then, evaluate whether the new tactic is the best way to meet the objective, and whether it’s more of a priority than your planned campaigns. Be prepared to suggest alternatives that may better reach the goal

B2B marketing tip #276: Share the good news

B2B Marketing Tip of the WeekDon’t let a positive news article, viral video or customer testimonial go to waste—especially if it occurs unexpectedly. Set up a communication template in advance so you’re ready to share good news with your target audiences—ideally, within 48 hours of a public relations success.

Plan where to post news coverage on your website and social media channels, and when to use email or “push” communications to get the word out to prospects, customers and internal stakeholders.

B2B marketing tip #275: Less is more

B2B Marketing Tip of the WeekWe all collect data as part of the lead nurturing process, but are you really using it? Look over your online forms, analyze your marketing database and speak with the recipients of this information within your company.

Find out what’s absolutely essential, then pare down your online forms so they’re fast and simple for respondents to complete. The less you ask, the more inquiries you’ll generate.

B2B marketing tip #274: Good question

B2B Marketing Tip of the WeekWant to gather good information to support your marketing strategy or campaigns? Ask your question correctly.

Use open-ended questions to gather qualitative information and personal impressions:  “What does your process typically involve?” or “How would you describe the impact of our product on your business?”

Use closed questions to gather quantitative data and easily compare responses:  “Do you prefer email, telephone or mail communication from us?” or “Which one of the following choices is most appealing to you?”

B2B marketing tip #273: If in doubt, alphabetize

Business-to-business content is chock full of lists: services offered, product features, customer benefits and more. Make your content more digestible—and memorable—for customers by grouping long lists of items into sub-categories, with clear category names.

When there’s no logical way to present your lists, always alphabetize your content to make it quickly searchable for your audience.

B2B marketing tip #272: Campaign 101

B2B Marketing Tip of the WeekCreating a campaign takes time—but few outside the marketing team really understand what the process entails. Take time to educate key stakeholders—especially sales—about the steps involved, the time required, and why they exist.

Go a step further and meet proactively on a quarterly or monthly basis. Identifying upcoming needs and goals can reduce the number of “urgent” project requests and keep marketing plans on track.

B2B marketing tip #271: Keep your brand in tune

Maintain the health of your visual brand with an annual design tune-up. Examine your last 12-18 months’ of communications side-by-side. Look for consistency, compliance with your design guidelines and opportunities to keep the brand contemporary and fresh moving forward. Consider asking your lead agency or an outside partner to provide an objective perspective.

B2B marketing tip #270: Social influence

B2B Marketing Tip of the WeekInstead of Tweeting and posting for the masses, target the most influential online personalities in your market space.

Follow these bloggers, analysts, media and customers to learn their voices and key issues, then start a dialogue by commenting on, liking and respostingtheir content. Slowly introduce your solution into the conversation—but avoid a sales-focused approach.

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