Six Ways to Avoid B-to-B Marketing Irrelevance
• Revenue and unit sales targets;
• Closing rate targets;
• Drop quantities and/or call targets;
• Response rate targets;
• Lead quantity, allowable cost-per-lead;
• Sales volume, allowable cost-per-sale;
• Budget targets; and
• System constraints.
3. Create test hypotheses based on the key metrics established above. You must get to the point where the program is objectively measured, not subjectively judged.
4. Use the "Nobody Cares" rule in all program development. Product development and marketing and communication groups often project a level of anticipation and excitement in the market that isn't there. Truth is, the prospect usually doesn't care. Build your copy platforms around the following rules:
• They don't care about your company.
• They don't care about your products and services.
• They don't care about anything you have to tell or sell them.
When you create programs using these assumptions, you still bring in the early adopters and truly desperate. But more important, you'll also bring in the fence sitters. Bringing in the marginal buyer is where the direct marketing battle is won or lost.
5. Make your copy platforms, appeals and offers personal and emotional. Build your programs around the emotional arguments that drive all of us: greed, fear, guilt, anger, exclusivity and salvation. Can you save your prospects time or money? Can you make their jobs easier? Remember: They don't care what your product does—they care what your product does for them.
6. Test all hypotheses. The biggest sin committed in direct marketing today is the lack of testing. It's bad in consumer direct. It's even worse in the b-to-b world since the marketing team is virtually never a qualified buyer. How many marketing managers at IBM, for example, buy $5 million hardware solutions?
The buyer will tell you how they want to buy; all you have to do is test.