how do potential b2b buyers find you?
TRANSCRIPT
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Push Marketing
There are hundreds of articles, blogs and papers on the subject of finding B2B prospects. The conversation goes something like this:
“Let’s find out where our prospects hang out and sell them something.”
This is the essence of push marketing.
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Better to be Found
On the other hand, we practitioners of pull marketing (or inbound marketing, if you prefer)…
know that it is almost always better to be the one found than the one doing the finding.
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There are All Kinds of Ways for B2B Buyers to Find You
Including:
• Walking past your trade show booth.• Doing a Google web search for a category of
product.• Seeing your banner or sponsored ad at a website.• Running across your company on a social media
platform.• Learning about you from a friend or colleague.• Reading reviews from online rating sites.• Seeing your ad in an online magazine or content
syndication site.• Receiving a requested (opt-in) or non-requested
email.• Hearing or seeing your ad on a broadcast medium
(e.g. radio).
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Let the Buyer Find You
Every company and industry is different in regards to how they attract prospects.
The point is that you need to understand the best ways to help the buyer find you.
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Designed to Draw
As whatis.techtarget.com defines it,
“Pull marketing is an approach designed to draw customers to a brand through search engine optimization (SEO) and other non-intrusive methods. The ultimate goal is to strengthen consumer awareness of a brand and products and foster demand.”
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Fulfilling Demand
I actually prefer to think of this as “fulfilling demand” instead of fostering demand, but good B2B marketing can meet both objectives.
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Positioning
Depending on your B2B marketing level, you may not be in a position to generate the required amount of leads and revenue from pull marketing sources.
If this this the case, by all means be as aggressive as necessary with push marketing techniques, but build a strategy for converting more of your budget and time to pull marketing/inbound strategies that will generate more revenue at lower cost.
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7 Rules for AEC Marketing
The below chart is from a Hinge Marketing article titled, 7 Rules for AEC Marketing. It discusses specifically how buyers in the Architecture, Engineering and Construction (AEC) industry find the companies they do business with.
Note: in the AEC industry, buyers are not listing push marketing media like emails, ads, and trade shows as their source of information about who to do business with, but rather, they peruse company websites, talk to colleagues, and search online.
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Learn More
Visit our website for more insight about B2B
marketing and sales and a look at my new
eBookThe Essential Guide to
Building Your Lead-to-Revenue (L2R) Machine
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About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This: Brand building/messagingWebsite optimizationContent creationLead generation
You Get This:Much greater levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue
Lots more information at: http://FusionMarketingPartners.com/http://Greatb2BMarketing.com (blog)