Are we out of the dark days of recession? Or is worse still to come. I'm no Nostradamus nor a economics wizard to predict the flight of our economy but I feel the positive sign in the air; economy shed fewer jobs.
Despite the silver lining, glory days of B2B marketing are still a long way. But in this interlude, how can we align our sales mast to catch the trade winds.
Raising the sales mast
So what's the magic bullet? Answer is not in big budget marketing plans but in efficient management of your customer data. Information about customer act as the beacon to reach prospective buyers.
To survive in today's choppy economic seas, sales organization need to add customer information with relevant value bits. successful sellers creates demand by responding to customers on the basis of specific customer insights.
Golden goose - Locate most profitable current customers
Focus your marketing to improve customer experience through one-to-one communication and develop brand loyalty. Such collated efforts will enhance the time-value of your customer and improve the share of revenue from this customer segment.
New kid in the block - new customers for long-term relationship
Newbie customers should be given a preferential treatment by way of specaila treatment. Let your content make them feel special. Make best use of the content of your trasactional emails to build the trust and loyalty.
Blast from the past - Past Profitable customers
Even though they are not big spenders to your coffer, they remain loyal and know about your business. They require less marketing, but they can be nurtured to promote your brand across your market space through word-of-mouth marketing initiates.
The Point: Don't go along the tide, take advantage of gusty trade winds – to move further in the sales horizon. Learn to differentiate your customers with value proposition that'll push them to create more demand.