Technology Marketing by Tatum MarketingJust another WordPress weblog

B2B marketers have, for the most part, taken a back seat to their consumer-driven counterparts when it comes to the creative. But the gap appears to be closing.

An increasingly crowded marketplace has dictated the shift. To better reach prospects and cut through the clutter, B2B marketing has evolved with more integrated, provocative campaigns.

Not only has the creativity level spiked, but B2B campaigns are becoming more targeted and personalized than ever.

Why such a noticeable shift? It’s all about catching the eyes of busy executives. To do so most effectively requires multi-touch, interactive campaigns which allow your customers to interact with you on their terms. With so many media options and contact points, there are countless avenues of communication that can be traveled.

An integrated strategy should include:

• A combination of print, e-mail and web components to maximize impact;
• Occasional telemarketing to keep in touch with customers and uncover potential opportunities for additional sales or upgrades;
• Targeting. Quality lists are important to minimize loss and maximize ROI;
• Segmenting and profiling. Rather than “spray and pray” with direct mail offers, narrow the initial contact list and hone in on your best, high-probability prospects;
• Personalization. Make your marketing messages more relevant to the various, specific segments in each target market.

Despite the differences in their respective industries, B2B buyers are every bit as discerning as consumers. But smart creative is an equal-opportunity catalyst. The key is crafting a compelling message that gets attention and, better yet, gets response