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B2B Marketing: Target Marketing Vs. Guerilla Marketing

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When strategising your B2B marketing campaigns, you should consider using targeted marketing campaigns rather than fire hosing information at anyone in your path. Ask yourself, when was the last time that you responded to a mass mailer, email or cold caller?

It would be inaccurate to say that mass marketing never secures a client, it does; but at what expense?

A quality B2B marketing agency will usually prefer to spend more time and effort on a project. This extra investment in a client and their business will show, and will therefore inspire the client to respond in a favourable manner. It also gives you the focus to target the right client with the correct message, hopefully at the right time.

Working in this way encourages the building of a rapport and the creation of relationships with clients. Hopefully, this will turn to business in the future and covert a potential client into a loyal, long-term client.

There are pros and cons to all b2b marketing strategies and target marketing is no different. A targeted campaign strategy will take longer to develop, you also have the limitation of only reaching a certain number of potential clients at a time and you will incur more cost per lead. It will also take you longer to build a brand awareness within the industry. However, a marketing company should understand that the benefits will outweigh these losses.

The added benefits that you will receive when dedicating the time to target market includes a higher win ratio as you will choose the clients that you choose to work with. You can also develop a more strategic growth of your company and you will find a strategy that works best for you and can be modified and repeated. This means that you will create less wasteage.

If you ran a targeted campaign for a client and decided to approach just 200 petential clients with your message, rather than carrying out thousands of cold calls, from experience, we would suggest that a response rate of 40% is a reachable goal. If you followed up well with meetings then 20% of these could be secured as full-time clients.

It would be helpful for you to consider a targeted campaign as a sniper, working with focus and accuracy in order to hit their target with just one bullet. On the other hand a mass marketing campaign is like spraying a round from a machine gun; guaranteed to hit something, but will waste a huge amount of ammunition and energy.

The only downside to working with focus and precision is that it takes time to develop a structure, to clear out data bases and to define and refine each message. However, if you have enough patience to work with target marketing, your b2b marketing could really make an impact.

Looking to find the best info on b2b marketing, then visit our website to find more about b2b strategy and how it can boost the sales of your business.


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