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Tag Archive: Relationship management

B2B marketing tip #115: Let the defense rest

B2B Marketing Tip of the WeekWe’ve all been there:  A sales person or executive questions a marketing decision, and we react better than the best defense lawyer in town. Next time, let the defense rest and work to preserve the relationship instead.

Avoid long explanations about the decision itself, or cataloguing your credentials. Instead, look for common ground to move forward. Try to get at the underlying concern or objective—which may have nothing to do with a particular marketing tactic.

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B2B marketing tip #40: Avoid the island

B2B Marketing Tip of the WeekSuccessful, strategic marketing stays in touch with the organization at all levels. Don’t rely solely on your manager to convey market news or company updates; develop relationships with your peers across the organization. Meet periodically with sales and product management colleagues to stay in tune with active projects and potential needs.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #29: Find the best buyers

B2B Marketing Tip of the WeekUnqualified leads waste time and resources, and create unnecessary friction with the B2B sales team. Better target your efforts by developing 3-5 objective, quantitative criteria to qualify every product and every market segment. Use these questions to screen inquiries and new prospects.

Bonus: If you find significant interest among those who are unqualified, pass this valuable information along for the product team to evaluate new solutions.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #24: Change of venue, please!

B2B Marketing Tip of the WeekWe all know one: the coworker, boss or client who just can’t be parted from their email or laptop long enough to fully hear and digest your proposal.

Try an unconventional meeting approach to achieve their undivided attention. Suggest a “walk and talk” around the parking lot, or lunch at a restaurant where wireless or cell service is limited. Then, use this valuable time wisely to deliver your message.

If all else fails, be diplomatic but direct and bring up the issue next time it occurs.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

 

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