Choose speciality channel:   Choose sector channel:     Search the site

How to Guide


How to be effective in B2B marketing when the pressure is on

How to be effective in B2B marketing when the pressure is on

By Dan Bobby, managing director of brand consultancy, Dave

Right now, marketing departments will be sitting down to decide on the best approach to surviving - and indeed thriving - in a chaotic economy, trying to make sense of what is going on around them. They’ll know that when it comes to cutting costs, management will look at the ‘softer’ departments first and that puts marketing directly in the firing line.

They’ll also know something needs to be done right now. So, how can these business-to-business (B2B) marketing departments prove their worth and get through this economic maelstrom?

Talk to customers, don’t broadcast at them!

There is a temptation for B2B marketeers to adopt the techniques used by their consumer counterparts. 

Using mass market approaches to reach and influence a few key individuals or businesses is not effective and shows bad strategy from the CFO. Channeling energy, focus and budget into targeted, bespoke target communications and marketing is a necessity.

This helps set up the sales teams to have meaningful, relevant conversations with customers-not an ego-pleasing ad campaign in magazines.

Know your customer, know your business!

Too many marketing departments are removed from the actual business they serve. As a result, the services they offer tend to be viewed internally as ‘marketing services’, which makes it a far easier cost to cut.

As marketers, it is crucial to understand clearly your offer and your customers and match the two seamlessly. By doing this, you are helping your business stand out. This will make it easier for customers to choose your service and make them more likely to stay with you in the long term.

Show impact

Focus only on activities within the marketing department that grow gross margins or help to develop existing client relationships. This streamlining will show the most important activity and make you realise everything else is not a necessity.

B2B marketing in the current environment can all too easily be viewed as an extravagance. Marketing is not advertising or reputation building-it must be sales-related. Within this high pressured economy, the more commercial marketing is, the more valuable it becomes.

drug prescription card free printable viagra coupons viagra coupons online
free prescription drug cards site free cialis coupons
cialis coupons from lilly discount prescription drug cards free coupon for cialis
when is the latest you can have an abortion how much is an abortion pill
discount coupon read surgical abortion
discount coupons for prescriptions coupon for prescription prescription drug discount cards
the day after pill click abortion clinics in dallas tx
doxycycline intrapleural injection doxycycline intrapleural injection doxycycline intrapleural injection
gabapentin with liver disease gabapentin with liver disease gabapentin with liver disease
generic cialis dosage new diabetes treatment
cialis price store generic cialis source
cialis coupons and discounts drug coupon coupon
concorde concordia versicherung concordia rechtsschutz
yasmine yasminelle hinta yasmin senel

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.