The classic marketing mix for B-2-B products has been overhauled in recent years as we all know very well. Traditional combinations of personal demonstration, word of mouth, advertising, editorial, printed literature, direct mail, press releases, exhibitions and training courses have been eclipsed by websites, PDF downloads, video presentations, bulk emailing, RSS and social media feeds.
But is this 180° turnabout really what your customers actually want? We are hearing clients complain about these so-called Internet marketing methods. "It seems more like a way of saving money and balancing budgets," seems to sum up the mood in certain quarters. Few can still support the cost of a personal representative on the road visiting clients for a few pounds of sales per visit. It simply doesn't make sense if the end result is only collecting an order for a dozen nuts and bolts. However, what is often forgotten is the hidden benefit of face to face contact. What are your customers thinking, who are the new competitors, and why are they better? Would you have found out about a potential contract for another part of your business without popping in for that chat? How is the market changing and why?
Of course, you can spend money on market research and focus groups to gather information, but they can't replace direct sales feedback. Or, it seems, printed material. We are finding that more and more clients have gone into online information or PDF downloads for technical data and are starting to come out the other side and embracing print again. It is a hot subject with supporters on both sides: those who want to find information online and download it and those who what a printed brochure to put in a file.
One thing is certain and that is the argument for and against different marketing methods will continue for the forseeable future, but what is starting to appear is a hybrid approach of taking the best from both philosophies to make the whole greater than the sum of its parts.
A recent project to promote a range of data management hardware components included a simple 16pp guide for specifiers, written in a form of language that neither intimidated the novice, nor patronised the expert. Considered alone it didn't mean much, but as a souvenier of a sales visit, a gift for visiting the website, or a direct mailed piece, or the result of replying to a Tweeted message, it has been an undoubted success.
Thus the technical marketing strategy is to look at all options for marketing - from the traditional and up to date lists - and merging the best tactics from both to create a coordinated and appropriate approach to boosting profitable sales.
But is this 180° turnabout really what your customers actually want? We are hearing clients complain about these so-called Internet marketing methods. "It seems more like a way of saving money and balancing budgets," seems to sum up the mood in certain quarters. Few can still support the cost of a personal representative on the road visiting clients for a few pounds of sales per visit. It simply doesn't make sense if the end result is only collecting an order for a dozen nuts and bolts. However, what is often forgotten is the hidden benefit of face to face contact. What are your customers thinking, who are the new competitors, and why are they better? Would you have found out about a potential contract for another part of your business without popping in for that chat? How is the market changing and why?
Of course, you can spend money on market research and focus groups to gather information, but they can't replace direct sales feedback. Or, it seems, printed material. We are finding that more and more clients have gone into online information or PDF downloads for technical data and are starting to come out the other side and embracing print again. It is a hot subject with supporters on both sides: those who want to find information online and download it and those who what a printed brochure to put in a file.
One thing is certain and that is the argument for and against different marketing methods will continue for the forseeable future, but what is starting to appear is a hybrid approach of taking the best from both philosophies to make the whole greater than the sum of its parts.
A recent project to promote a range of data management hardware components included a simple 16pp guide for specifiers, written in a form of language that neither intimidated the novice, nor patronised the expert. Considered alone it didn't mean much, but as a souvenier of a sales visit, a gift for visiting the website, or a direct mailed piece, or the result of replying to a Tweeted message, it has been an undoubted success.
Thus the technical marketing strategy is to look at all options for marketing - from the traditional and up to date lists - and merging the best tactics from both to create a coordinated and appropriate approach to boosting profitable sales.
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