What are the Tactical Components in a B2B Marketing Program?
There are only three ways that growth happens in a b2b organization: Get more new customers. Create growth among existing customer base. Increase customer buying frequency.
A well thought out, balanced b2b marketing campaign takes all three channels of growth into consideration. We have mapped out 45 potential marketing tactics that b2b organizations can successfully implement to drive toward 2x growth, and aligned them with the three primary channels of growth:
Get more new customers:
- Lead Magnet
- Samples/Trials
- Interaction (Quiz/Survey)
- Assessment/Consult
- Podcast/Webinar
- Live Events/Live Stream
- Blog
- Public Relations
- Content Syndication
- Tradeshows/Conferences
- Social Messaging
- Catalog
- 3D Gift
- Social Advertising
- Paid Search (Display, Text)
- Direct Mail/E-mail
- Trade Advertising
- Review Sites
- Organic SEO
- Social Post
Create growth among existing customer base:
- Upsells
- Cross-Sells
- Slack Adjusters (Super Upsell)
- Downsells
- Bundles, Kits, Value Buckets
- Line Extensions
- Subscription, Continuity
- Membership, Group, Association
- Consulting, Training
- Customer Appreciation
- Events
- Done-For-You Service
- Client Exclusives
- Warrantees, Insurance
Increase customer buying frequency:
- E-mail Newsletter
- Automated Email Follow-up
- Exit Offers
- Bounce Back Offers
- Product Includes…
- Retargeting
- Loyalty Program
- Direct Mail
- Outbound Phone Follow-up
- Coupon, Gift Cards
- Newsletter, Magazine (Physical)
- Client Appreciation Offers
EXAMPLE: CIMQUEST
For Cimquest, a pioneer in 3D printing services, the right mix of tactics was needed to support an upbeat brand message: “Let’s Make it Happen.” These included: trade media, event participation, web, digital, video and social.
EXAMPLE: HEIM ELECTRONICS
For Heim Electronics, a leading regional provider of home and business automation solutions, the right tactical approach was a highly targeted one, focusing exclusively on regional custom builders. This style, a one-to-many approach, involved targeting a small audience, realizing that each one represented a gateway to a multitude of potential Heim customers.
Are you ready to grow? Simply give us a call at 908-534-9044 or get in touch with us here.
