Wednesday, 19 May 2010

8 principles of b2b marketing

#1 Clearly communicate why you are here, what you do and how you add value. Cisco's POV is a good example. World would be a better place if we learnt to collaborate. A very good organising principle.

#2 To cut through the search mentality you have to be interesting, whether it be content or free stuff or sponsorship. Like Sage's sponsorship of Krypton factor. There is also a big point here about listening and relevance.

#3 Obvious. And a lot more than just social media by the way.

#4 If customers bother to contact you (and you sell expensive stuff) roll out the carpet.

#5 They expect free stuff. do it. Tools, articles, assessments. Try not to make it too thinly veiled a selling process.

#6 CRM. yes. and don't leave it to sales.

#7 Advocacy, customer forums, co-creation. Dell, BMW telematics design, Amex Open.

#8 The bit everyone struggles with. Involves everything from collateral to managing intermediary relationships.

I am composing a list of case studies if anyone has some suggestions love to hear them.

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Just curious about marketing, psychology, economics, business, irrational behaviour, people, models, communications, advertising, market imperfections, b2b marketing. I work in the marketing communications industry for OgilvyOne.