The shortest answer to this question is no. That’s because there are now far better, more cost-effective and highly scalable methods today for generating successful business to business marketing results. However, this isn’t saying that phone calls are completely out of the picture for your B2B (business to business) needs. The point is, there are more efficient ways to reach and captivate your ideal B2B prospects, entice them with your propositions, and to compel them to go on a phone appointment, which can lead to a face-to-face presentation or a video conference with your team and their executive decision-making group.
Now, imagine doing all those things through the phone – That’s from reaching out to them with a captivating introduction and enticing them with a brief explanation of your proposition, down to closing a face-to-face presentation or a video conference appointment with their decision-making team. Chances are, it’s unlikely for you to produce significant business to business marketing results with this tactic, especially today where the top executives and decision makers of many companies are doing multiple things at the same time. Plus, remember that this is while they’re distracted on the side with a lot of their tech gadgets and online tools.
Since that’s out of the way, let’s dig deeper and discuss the most cost-effective options for reaching out to your ideal B2B prospects and successfully closing a trial arrangement with them. To help you out – Here are the top alternative ways and strategies that continue to work really well for the business to business marketing campaigns of many start-up groups and established companies today:
Simple Step by Step Process for Producing Successful Business to Business Marketing Results Today
Step 1. Reaching Out to Your Ideal B2B Prospects
You won’t be able to realistically do this successfully without getting to really know your most suitable B2B partners. This means you should identify the groups, brands and organizations that can greatly benefit from what you have to offer. They should also be able to realize that your value-added propositions aren’t found elsewhere, or are at least quite challenging to find.
Then, your next business to business marketing move under this step is to zone in on your ideal B2B partners that currently have the most immediate needs for the benefits and advantages you can offer. For example, those with newly launched products are often good targets because most of them are currently prepared to spend their sales and marketing campaign budgets to try out things that could potentially give them the results they want.
Next thing that you must do with your pruned shortlist is to pinpoint the key decision makers in the relevant teams and departments of those companies. For example, a Web properties manager can be your ideal go-to resource when you’re offering online content development-related offers to your target B2B prospects. On the other hand, a senior marketing VP or a customer support department manager can be your ideal contact person when you want to pitch your offshore telesales and phone support services to their organization.
At this point, what you have to do next is to create a profile for your target decision makers in your ideal B2B prospects. Aside from gathering their contact details like their business email addresses, their public social account IDs, the VoIP messaging handles that they use to conduct business transactions and the like, you should also try to know more personal things about them. These can include their hobbies, social initiatives that they support and so on. All these things will greatly help you for successfully completing the next step in this enhanced business to business marketing campaign plan.
Step 2. Captivating Your B2B Contacts with Irresistible Propositions
As you’ve surely guessed, what you need to do at this point is to create a custom proposition for each of your target prospects for your business to business marketing campaign. This involves a lot of research work, both for the current campaigns of your B2B prospects and relevant industry trends in their niches.
For example, if you’re trying to pitch your Web marketing services to retail outlets that’s selling toys for American children aged 5 to 12 years old, then you need to find out what they exactly need for boosting their current online sales and marketing campaigns. Try to pinpoint bottlenecks in what they’re doing at the moment that tend to severely limit their fullest potential for generating better bottom-line results. Then, think of better ways that you can include in your Web marketing service proposal for resolving these issues and improving their chances of producing higher sales margins. Also identify relevant trends in the toy industry across thier target locations, and factor this into your custom campaign plan that you want to pitch to them.
Step 3. Sending Out Your Proposals
After you’ve successfully created and packaged an actionable custom proposal for your B2B prospects, including a trial agreement where you can start out with a small pilot campaign, the next step is to choose the best channels for sending out your propositions. This is an important component of this business to business marketing campaign plan, primarily because you won’t get any result if your target contact resources in your shortlisted B2B prospects won’t be able to receive your proposals due to their spam blocking systems.
What many successful service providers and suppliers recommend today is to send out your proposals via fax and email, then to use LinkedIn emails to inform them about it. Depending on the profile of your target decision makers, you can use other social media channels instead of LinkedIn. This is also where directly contacting them via their office phone during business hours has been proven to be a successful method for informing them about the proposal that you faxed and emailed to them.
Step 4. Closing an Appointment
Remember, don’t sound like you’re pushing your target prospects to immediately make a decision about your proposal when you inform them about it, even if you’re already talking to them over the phone as described earlier. Instead, don’t forget that they’re likely expecting you to offer going on a more detailed discussion with them, in order for you to clearly guide them through the different sections of your proposal. This is also your chance to answer their questions and brainstorm for better ideas that can improve your B2B arrangement and customize it to their most immediate needs and your strengths.
This means at this point of this business to business marketing campaign plan, you should try to schedule a phone appointment, a video conference or a face-to-face meeting with them. Depending on the profile of your target key decision makers, you’ll know which option will resonate best with their preferences and habits, along with your current situation. And remember, once you’re on an appointment with them, be polite in answering their questions and accepting ideas that they suggest for improving your proposal. Then, keep in mind that what you’re trying to do at this point is to sign them up for a small trial agreement that you can just scale up and renew afterwards. That’s exactly how long term business to business partnerships are grown and nurtured.
And, that concludes this guide on how to do an actionable B2B marketing campaign plan. Don’t forget to keep an eye out for trends in the industries and niches where your target B2B prospects operate. This way, you’ll be able to spot opportunities for your B2B services and products as soon as it becomes available.