Traditional B2B marketing is still alive and kicking but it needs to be well executed and supported by content from which the target audience will derive value. The secret is to combine both traditional and modern techniques. For example, drawing people in via search engine optimisation and well-written web content, tracking their visits using tools that show when they visited, what they searched for and the pages viewed, followed up by traditional email shots and telemarketing.
It all sounds easy but that's not necessarily the case. The ongoing management of data (in terms of cleanliness and profiling) can often prove challenging. Add to this the need to slice and dice data to profile targets and deliver information in a way that suits them best creates further complications, but there are good marketing automation tools out there which can help. One size does not fit all!
One of Avnet's most successful events last year used traditional B2B marketing methods. B2B marketers continue to rate in-person events as an effective tactic and they are seen by delegates as valuable networking and fact-finding opportunities. Targeting the right audience, informing them via email, post and social media, making it easy for individuals to register, keeping in regular contact right up to the day of the event and ensuring they are greeted personally and looked after throughout out the day typically pays dividends.
Social media has certainly added a new dimension to traditional communication and lead-generation activities; however, it is simply another tool in the marketing toolkit. As with all communication channels it requires good-quality content to build creditability and trust. Reports indicate that corporate buyers are happy to see company news from suppliers on social media, along with promotions and product development information, so the door is wide open for its increased use. The real beauty of social media is its ability to provide an instant measure of how messages are resonating with readers and the speed of feedback is a dramatic change from the early days of direct marketing and email marketing.
Another essential ingredient to the marketing mix is the level of co-operation and alignment between sales and marketing. The best marketing campaigns in the world will not achieve the required results if sales and marketing are not singing from the same hymn sheet. Research again shows that over a three-year period, sales can improve by more than 20 per cent if there is sales and marketing engagement and a united team.
Whichever channels are being used, the fundamentals of marketing do not change. There is still a need for a well-thought-out marketing plan that clearly outlines the objectives, strategies, defined target audience, realistic budget and timeline. There are no shortcuts and it's all about execution.
Linda Patterson is marketing director at Avnet Technology Solutions UK
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