Entries Tagged as 'B2B marketing'

Simple Steps to a B2B Marketing Plan

Developing a B2B marketing plan designed to drive leads and sales is really quite simple:

  1. Identify your destination. (Your company’s sales revenue goal)
  2. Determine how best to get there. (Your marketing strategy)
  3. Get started. (Your marketing tactics)
  4. Measure your progress. (Your marketing results)
  5. Make course corrections. (Modify your marketing plan based on results)

So why do so many B2B marketers never get around to developing and using marketing plans?

I’m guessing it is because they don’t want to be held accountable for the results. Unfortunately, I’ve found the results of not using marketing plans usually begins with the word “No.”

  • No budget.
  • No staff.
  • No raise.
  • No respect.

Or it results in the biggest “No” of all: No job.

Please jump in with your thoughts. If you develop and use a marketing plan, what benefits do you get from it? If you don’t bother, why not?


4 great solutions for a marketing ROI challenge

What do you do when you have a tough time quantifying marketing return on investment? Recently someone contacted me asking for advice.

A Marketing ROI Challenge

The challenge I face is that we sell 98% of our products through one and two step distribution. As a result:

  1. Even if my sales guys follow up the lead, it’s being referred to one of our distributors,
  2. We don’t know if the prospect ever visits the distributor, much less buys from him,
  3. Our distributor doesn’t share sales or customer data, because they’re afraid that we’ll ‘poach’ the customer,
  4. If you ask the sales team how much the advertising drove the sale, they (obviously) tell me that while it was helpful — they were the key variable in closing the sale.

We track all of our marketing expenditures and leads, so we have a good sense of what each lead generation source costs us. But I can’t close the loop on an ROI. Any thoughts on how we might approach quantifying it?

4 Marketing ROI Solutions

  1. Conduct “Did you buy?” surveys (by mail, e-mail or phone) to the leads to determine what sales resulted and why or why not.
  2. Compare warranty cards or registrations to leads. Incentivize the returning of warranty cards with hats, t-shirts, etc.
  3. Incentivize the distributor salespeople to report back on closed sales by offering spiffs, bonuses, etc.
  4. Give the lead a “coupon” they can redeem at purchase for a discount or upgrade or add-on. The distributor has to turn it in to get reimbursed, closing the loop.

Marketing Lead Calculator

I’ve also developed a spreadsheet you can download and use to calculate marketing return on investment:


Getting marketing done

I think most business-to-business marketers should aim for “good enough” and “get it done” rather than aim for perfection when it comes to marketing to drive leads and sales.

Why? Because aiming for perfection, in addition to being nearly impossible to achieve, results in your marketing campaigns and materials spending far too much time in the concept and development stages and causes significant delays in delivering your lead generating messages to prospective customers.

Or worse, your marketing messages never get delivered at all.



16 B2B print advertising tips

Is one of the goals of your business-to-business print advertising sales leads generation for your salespeople, representatives, distributors or resellers? Consider these proven B2B sales lead generation techniques gleaned from working with over 170 companies and some of the best marketers in the business. For more detail, read “B2B Sales Leads Generation with Print Advertising.”

1. If you want more sales leads, don’t use image ads.
2. Put benefits in your headlines.
3. Talk about applications.
4. Make your ads easier to skim.
5. Testimonial ads are king.
6. Fractional ads in every issue can be more cost-efficient.
7. Use “Wrap Ads” to get more bang for the buck.
8. Make them an offer they can’t refuse.
9. Choose your words carefully.
10. Talk first person with the reader.
11. Ask for the order.
12. Give them a compelling reason to inquire right away.
13. Match your offers to where the reader is in the buying cycle.
14. Merchandise your offer.
15. Make it easy for your prospect to respond.
16. Mention your website.

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