Marketing Techniques that Work in the B2B World

Some marketing techniques are more effective than others. According to the March issue of Direct Magazine, below are the marketing strategies that the business-to-business marketers are helping them reach their targets. If you’re a small or home-business owner, read on to find out if there are any approaches that you can adopt in your business as well.

1. Multiword search engine bidding = Pay per click in the search engines has become an integral part in the advertising arsenal of every business nowadays, not just those in the b2b sector. What the b2b marketers are finding effective, though, is to go after more specific keywords (think 2-3 words instead of the one-word keyword). These keywords are cheaper, yet more targeted.

2. Custom E-content. In email marketing, personalization and measurement of results are key.

3. Webinars or Webcasts. Works best if it can solve customers’ problems or if there is a lot of information to convey

4. Dimensional Mail. Going beyond the traditional direct mail piece, the in-thing nowadays is to send a dimensional mail. Dimensional mail, where the marketers’ creativity can be unleashed, often generates higher open and response rates.

5. Category-Specific Mailings. Instead of sending a single generic mailing, marketers are finding that the additional work involved in creating different mailing to different market segments pay off.

6. Online Response Management. The Web is a tool that can be used to capture inquiries from online and offline campaigns, and then target the customer via email.

7. Leveraging the Phone. Skip the follow-up phone script after sending out your mailing; instead, focus on the offer immediately.

8. Insert Media. Look to your every mailing (e.g. billing statements to coop mailings) as an opportunity to insert your offers.