Business to business marketing on the increase.
These days, B2B merchants are increasing their online marketing to efforts to appeal to all levels of a “client organization”. The latest survey from Sagefrog finds about 40% of B2B operators will increase their marketing budget in 2012. Another 56% will not change marketing expenditures and the remaining 4% say they’ll cut these expenses. Last year, the survey results indicated 11% of firms planned to cut marketing budgets.
Why? More than 40 years ago, McGraw-Hill first published a classic ad depicting a grumpy customer sitting in a chair, and next to him, these classic lines:
- I don’t know who you are.
- I don’t know your company.
- I don’t know your company’s products.
- I don’t know your company’s customers.
- I don’t know your company’s record.
- I don’t know your company’s reputation.
- I don’t know what your company stands for.
- Now…What was it that you wanted to sell me?
Marketing – It’s All About What the Customer Values
Marketing is all about taking off the blinders that your love of your product and/or service has created. Instead, you need to take a look at the world through the lens of the customer. What is the value of your product and service to the customer?
And it’s not a once-and-done process. Marketing is an ongoing demand. Like a shark, you have to keep moving, forward. Repetition. Repetition. Repetition. Because people are distracted, overwhelmed, busy and they forget. It’s like a poem I read back in grammar school:
The more they learn, the more they know.
The more they know, the more they forget.
The more they forget, the less they know.
Tell your story. Teach your lessons. Engage your customer.