By Tim Hazlehurst, N.E. Chairman IAS b2b Marketing

Now that the B2B marketing chips are down, it is easy for Marketers to be drawn into tempting but subjective routes that are offering sales salvation when the board is desperate for results.

A lot of people (Bob Lauterborn, Jack Trout and Michael Treacy etc.) spent a lot of time researching, identifying and highlighting certain fundamental rules.
Rules about the marketing process. Rules that can be accelerated but not ignored!

 
Technological and tactical advances can lead you astray

I’ve seen communication tactics evolve from the commercial traveler with the Bell and Howell presentation, through video and direct mail, to the wonders of the digital age. All of them have created tremendous opportunities and made our discipline more sophisticated and enjoyable.

But the rules of engagement are still the same!

So, when you are bombarded with better tactical solutions from providers (often with vested interest as it’s where they specialize), such as….

… Demand generation
….Online rather than offline
….e-mail campaigns
….C R M solutions
….Lead Nurturing
….Data Management
….all promising the business uplift you crave, don’t forget the established, unchanging rules!

1. The rule of Brand Strength

“There is a direct correlation between your Brand strength and your ability to attract and convert enquiries”

It may be more efficient now but, through many years’ measurement and experimentation, we have proven irrefutably the correlation between attraction and conversion and your brand strength.

2. The rule of Relevance

In the early 80s I wrote a paper called “The Face in the Crowd”. We had proved that segmented direct marketing produced 3x more response than non-segmented. Since then, every technological development has enhanced the opportunity/ability to enter into meaningful dialogue with your clients and prospects to enhance your brand strength.

And when you appreciate that “Your Brand is the Sum of your Contact” you understand why planning and integrating ALL your contact is crucial for maximising your relationship building.

3. The rule of the Relationship Timeline

The lure of leads can drive logic out of the process. The process is to coax prospects along a relationship timeline which can be accelerated but not circumnavigated.

Of course the timeline operates differently for repetitive, comparatively low cost specifications and purchases, to infrequent capital purchases, but it operates nevertheless.

I always asked prospective clients’ Sales Directors how long their company’s timeline was and the average answer was 1-2 years… ”So why do you send your sales people to call on a prospect whom you have never been in contact with before and why are you disappointed when they don’t sell!” would be my follow up remark – which won me begrudging respect more than it did friends!

4. The Rule of the Sales and Marketing Disconnect

It always exists. Sometimes to the complete detriment of the Relationship Timeline. Sometimes below the surface. But an Integrated Contact Strategy understood and enthused about by all the brand’s touchpoints is the solution to minimising this disconnect.

Make sure the CEO champions this.

5. The Rule of Process Efficiency

The secret of optimum lead conversion/market share gain/business growth (call it what you will) is about minimising the timeline.

This is where picking the right tactical mixes to suit individual audiences (based on constant evaluation of individual’s contact preferences and dialogue mix historic performance) is crucial.

But beware going to a Bow and Arrow maker and asking them what weapons you should use for your next attack!

6. The Rule of Creativity

Nothing minimises the Timeline more than stunning, relevant and engaging creativity. Using Creativity reasoned out in accordance with these 6 rules of B2B Marketing delivers the maximum results..

And a thought on the current environment

It would be easy for the under pressure Marketing Director to opt for lower cost, lead generation solutions but the sobering fact is that buyers and specifiers are craving more sincere, genuine relationships, in addition to lower cost and higher value.

Who can blame them? Their needs are as great as yours.

Stick to the rules to succeed (or survive).

80% won’t but then, as a rule, only 20% truly succeed anytime.