B-to-B Marketing: 6th Idea for 2014
More data on our customers. We can’t market to people based solely on
name, company, and industry. We mentioned earlier that bulk blasting isn’t relevant or helpful enough to be noticed. We need to know more about specific problems, where they are in the sales funnel, whether they’re a current or lapsed customer. We need to know if they’ve purchased one product line but have no exposure to others. We need to know if they’re a young engineer or an industry veteran. Answers to each of those questions have a dramatic impact on what information engineers need, when they need it, and how they want to receive it. Offering a quote to someone who’s at the earliest stages of product research simply won’t work, and turns engineers away, because you’ve served up an offer to someone at the wrong time in their buying cycle. So marketers are using SmartFoms and Progressive Profiling on their lead generation programs to build deeper and more robust databases on their customers and prospects slowly and carefully. It makes marketing not just more relevant to them but more effective. Click here to download all 13 ideas.
name, company, and industry. We mentioned earlier that bulk blasting isn’t relevant or helpful enough to be noticed. We need to know more about specific problems, where they are in the sales funnel, whether they’re a current or lapsed customer. We need to know if they’ve purchased one product line but have no exposure to others. We need to know if they’re a young engineer or an industry veteran. Answers to each of those questions have a dramatic impact on what information engineers need, when they need it, and how they want to receive it. Offering a quote to someone who’s at the earliest stages of product research simply won’t work, and turns engineers away, because you’ve served up an offer to someone at the wrong time in their buying cycle. So marketers are using SmartFoms and Progressive Profiling on their lead generation programs to build deeper and more robust databases on their customers and prospects slowly and carefully. It makes marketing not just more relevant to them but more effective. Click here to download all 13 ideas.