Entries from August 2019

How to handle 3 challenges of multiple marketing channels

Being in the right place is playing a larger role than ever in driving B2B leads and sales. Multiple marketing and sales channels can lower costs and provide faster leads and sales, but how do you handle the challenges? Here are some ideas.

How to handle channel conflict

If your’re selling direct and online, and your resellers are as well, there’s a tendency for all involved to feel cut out. So first focus on the customer: make it easy for them to research and purchase the way they want to.

Then, rather than hope to eliminate channel conflict, try to minimize it by making openness a priority. Communicate early and often to anticipate and resolve issues.

How to handle pricing

Help prospective customers get to pricing info quickly and easily. Requiring users to hand over detailed information first or making technical specs tough to find will just hamper their decision-making process.

So now that they know the cost early on, don’t lose the sale on price alone. Make sure to integrate the key advantages of your solution to fit their needs with the pricing.

How to handle branding

Keep key design and brand messaging consistent across all channels with guidelines and procedures for your marketing and sales communications. When these are clear, accessible, and branding is kept top-of-mind, everyone involved will know how and why to stay on track.

Remember, it’s the relationship that prospects have with your company that delivers the strongest impression, and what will lead to growing sales by word-of-mouth–if it’s a good one.


Direct Marketing Tips: How To Cut Costs And Get Better Response

I’ve been asked, “How can I cut costs and find a more practical way to get my target market to respond to my direct marketing?”

First, determine who your best customers are, then target direct marketing efforts at companies  and contacts who are similar.

Rank current customers by three criteria:

* How much revenue they represent
* How profitable each customer is
* How well their needs “fit” what you have to offer

Then look for similarities among the unique attributes of these top customers:

* What industries are they in?
* What is similar about how they use your products?
* Are they large, medium or small?
* Where are they located?
* Who are the key decision-makers and what are their titles?

You can also purchase some outside lists of companies and contacts that match and add them to your direct marketing campaigns, but be careful about being considered a spammer!

Focus your marketing with these direct marketing strategies and you’ll improve the overall quality of your campaigns.

Link to a more detailed article on the subject: Focus your direct marketing


B2B public relations overview

Here’s an overview of how to use PR in a B2B marketing-for-leads program.

Your PR program should include a combination of the following items and actions:

– Stand-alone press releases, e-mail pitches and/or media advisories
– Press kits (including such items as company and product or service backgrounders, management bios, product or people photographs, press releases and reprints of articles about your company)
– Setting up your management as a source of experts for media interviews
– Relationship building with editors
– Customer success stories
– Feature articles written by your management (or ghostwritten for them)

For PR tips, press release writing tips, how you can use PR to improve search engine optimization efforts, and links to useful resources, visit my in-depth article: How to use PR in a B2B marketing-for-leads program.


Promote People Who Are Cooperative Team Members

B2B marketing
There are big rewards when sales and marketing are effectively integrated–not least of which are improved operating performance and outstanding financial results.

Promote people who are cooperative team members

Some might say that sales and marketing “personalities” are two very different animals. They think differently and act differently and approach the same customers with very different points of view. Added to that is the unspoken habit they each have of “looking down” on one another.

One way to integrate these cultures is to have the marketing department and sales people both report to the same department head. Simply by spending time near people, with joint department meetings and problem solving teams, helps to break down barriers that no technology band-aid could achieve. And then promote those who are cooperative team members. It shows that cooperation is valued, and those values will become part of the new culture.


Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com