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What’s missing from your B2B marketing strategy?

Not long ago every invitation I received to every Webinar and marketing event focused on social media. Now the hot topic seems to be mobile marketing. These are just two new channels that expand the options in the world of integrated B2B marketing. They have become part of the fundamentals that successful B2B businesses must implement.

The sad part is that many B2B marketers haven’t yet incorporated some of the basics that have been — and continue to be — necessary for a successful marketing outcome.

Bob Apollo, writing a guest post for My Venture Pad, alerted me to the “B2B Marketing Manifesto” created by Velocity Partners in the UK.

He points out what we all know — B2B buyers have more options than ever before for finding solutions to their business challenges. Because of that, it’s more essential than ever to follow these fundamentals outlined by Velocity Partners.

  • Content Marketing: converting your insight into campaigns that change people’s minds
  • Analytics: measuring everything that moves in your marketing (and the stuff that doesn’t)
  • A/B Testing: backing your hunches with real-life data — and responding accordingly
  • Lead Nurturing: cultivating your prospects until they are ready to take the next step in their buying journey with you
  • Search: getting found using the terms your prospects use when they go looking for answers
  • Community: hanging out (and contributing) in the places where your prospects go for trusted advice

Although many of today’s B2B marketers are using content, it’s surprising how many are not and are simply just trying to sell product. These days, only companies with no competition can afford to do that. In regards to analytics, online click-thrus may be counted, but how many B2B marketers are tracking the lead and lead source all the way to a sale? How many are tracking cost-per-lead and cost-per-sale, both critical marketing measurement tools.

Now is the time to be planning for 2012. When marketers are putting together their plan for the next year, they should build it around these six key essentials.

3 Great B2B Marketing Ideas I Read in (OMG) Print Media.

Yes, there is still print media out there, and it still has value for those of us that don’t yet own an iPad and like to sit on a lawn chair and read industry pubs. Here’s what I learned just this past weekend.

1. Over the top’ creative approaches can generate appointments with decision-makers. The July issue of the U.S. Postal Service’s publication Deliver® featured a story on Chris Newman. As the award-winning senior art director at Euro RSCG Chicago, Chris emphatically shows why B2B marketing doesn’t have to be dull.

He uses ‘over the top’ creative dimensional mailers that get decision makers to interact with the marketing and say yes to a face-to-face appointment with sales. As Chris observes, there’s something “powerful about being able to hold something in your hand and explore it on your own . . . it’s definitely a ‘real’ experience, as opposed to a virtual experience.” How does this work?

Here are two of his great (and productive) creations:

On behalf of Sprint, Euro RSCG sent decision-makers a Tackle Box, described as a “solution toolbox” with the clever teaser “Don’t let this one get away.” The box contained typical fishing paraphernalia plus a brochure promoting Sprint’s work grade communications and a business card from a Sprint Sales representative. Mailing to 500 decision-makers, this campaign generated a huge 5% response.

Looking for a “high-impact” way to promote Sprint’s Wireline Convergence Wireless Integration system, Chris and his team created a B2B direct mailer that included a jar of peanut butter and a jar of jelly, plus a gift card for high-quality steaks. The marketing message was “Not since PB&J has integration been so seamless.” Exceeding the marketing goal by over 300%, Sprint reported that their national account managers loved the concept so much that when they were scheduled to go to the appointments, they were actually bringing loaves of bread to go with the peanut butter and jelly.”

When the value of making a sale is high enough, these approaches are well worth the extra cost and effort. They produce interaction — and response — and make a strong brand impression at the same time.

To read the complete article, entitled “Alpha Mail,” just download a copy of this issue of Deliver.

2. Adding drama to subject lines and headlines produces better results. An article by Robert Lerose in the latest issue of Target Marketing Magazine effectively covers six ‘timeless’ “Strategies for a Great Headline.” When looking at his list, I realized how rarely I see the power of these six approaches used in B2B marketing.

Subject lines, headlines, and the title of the offer content, however, must be powerful enough to draw the prospect into the marketing message. How would these proven headline approaches affect B2B marketing?

Here are a few examples:

Acceptable Subject Line: Seamlessly integrate timesheets w/ invoicing
Dramatic Subject Line: Cut 50% off data entry time and costs

Acceptable Headline: Reduce on-the-job accidents with new innovative training tool.
Dramatic Headline: Build a lifetime of safe behavior in 20 minutes of fun.

Acceptable White Paper Title: How to Move or Expand Your Company’s Network Infrastructure.
Dramatic White Paper Title: IT Manager’s Survival Guide: 5 essential steps to a flawless installation, expansion or move of your company’s network infrastructure.

Robert’s other approaches to making headlines dramatic are all worth reading and considering. But remember, in this day of B2B marketing message overload, the headline can make or break the effectiveness of marketing.

3. Today’s technology buyers still want more savings and efficiency. The June 29 issue of Information Week has some good news, B2B marketers. Chris Murphy’s subhead in his “Return to Growth” article says “The belt tightening isn’t over, but companies are spending more of their IT dollars to drive revenue and gain customers.”

In the article, Chris compares the results of the “InformationWeek Analytics 2010 Global CIO Survey” with last year’s survey, providing the following insight that should guide our current messages for selling to this target:

Here is what 333 IT executives said about their “Innovation Plans for 2010.”

48% — Make business processes more efficient.
36% — Introduce new IT-led products and services for customers.
32% — Lower IT costs and business costs.
28% — Create a new business model and revenue stream for the company.

Looking at these results, I see “making business processes more efficient” to be strongly tied into “lowering IT costs and business costs.” So cost-cutting should probably remain a part of B2B marketing messages along with the growth that can come from new product introductions.