Archive for Business Marketing
Precise Business Marketing with Audience Segmentation
Business marketing today is all about audience segmentation and value propositions. In today’s contracting economy corporate buying authorities are not going to authorize purchases unless they have a strong value proposition, and unless the functionality of the product or service supports their business plan. So, when you’re creating a business marketing campaign to penetrate a new or existing account, “relevance” is the name of the game. There’s an old adage in sales training that people only purchase for one of two reasons:
- Reducing their pain
- Increasing their pleasure
In business marketing today it’s all about reducing pain. Your value propositions should be built around pain points, their negative impact, what capabilities your product or service brings to the table to alleviate the pain, and what value that creates.
At the V12 Group, business marketing means precise marketing
Business marketing is no place for “one size fits all” marketing communications. You’ve got to go beyond segmenting your business marketing list by high-level parameters like industry, size and geographic location. You also have to segment by disciplines in the buying authority and build value propositions around the pain points for each segment.
Typically the buying authority in a B2B situation can be segmented into the technical buyer(s), the financial buyer(s) and the end user buyer(s). A separate value proposition must be developed for each because while there may be some common pain points across all three disciplines, each will have some pain points of their own that must be addressed in their language.
The more relevant you make your value propositions and messaging, i.e. the more you tailor them to a company and the individual disciplines within the buying authority, the more effective your business marketing campaigns will be.
The tools you need to tailor your business marketing
At v12 Group we provide a full range of data services for business marketing managers. Our multi-channel business database combines postal, email, and phone data, as well as more than 15+ selectors to improve targeting. This includes firmagraphic and contact level demographic data. The database has been DPV confirmed to have 99% deliverable addresses.
We also provide a full range of e-mail business marketing services. In our experience, target audience, creative call to action and campaign deployment are critical success factors in email business marketing. We test each until we identify the right approach to that element. Upon identifying the highest performing combination we market to the remainder of the target audience. The result is relevant campaigns that drive high response rates.
Contact the V12 Group to get started targeting your business prospects with pinpoint accuracy.
Success in Business Marketing
In the pre-Internet days, business marketing used to be known as industrial marketing. In the information age it’s often referred to as B2B marketing.
Information age technologies like the Internet, data warehousing, business intelligence and analytics have evolved business marketing into a complex and exciting combination of science and art. While consumer marketing often appeals to the prospects emotions, business marketing is different. For success in B2B marketing, one has to appeal to the prospect’s intellect more than their emotions. In business marketing the value proposition is king.
The key to value propositions in B2B Marketing
A value proposition is built around pain points:
- Their negative impact
- What capabilities your product or service brings to the table to alleviate the pain
- What value that creates
B2B marketers, in addition to segmenting their target company list, must also segment the buying authority within each company. Typically the buying authority in a B2B situation can be segmented into the technical buyer(s), the financial buyer(s) and the end user buyer(s). A value proposition must be developed for each because while there may be some common pain points across all three disciplines, each will have some pain points of their own that must be addressed in their language.
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The more you can tailor your marketing messages and value proposition to a company and the individual disciplines within the buying authority, the more effective your business marketing campaigns will be.
V12 Group, the choice for Business Marketing solutions
At V12 Group we provide a full range of data services for business marketing managers. Our multi-channel business database combines postal, email, and phone data, as well as more than 20+ selectors to improve targeting. This includes firmagraphic and contact level demographic data. The database has been DPV confirmed to have 99% deliverable addresses.
We also provide a full range of e-mail business marketing services. In our experience, target audience, creative call to action, and campaign deployment are critical success factors in email marketing. We test each until we identify the right approach to that element. Upon identifying the highest performing combination we market to the remainder of the target audience. The result is relevant campaigns that drive high response.
Contact V12 Group to learn how you can make your business marketing more effective and get more leads in the door.