chapter 8 business-to-business direct marketing. business-to-business direct marketing the goal of...
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Business-to-Business Direct Marketing
• The goal of business-to-business direct marketing is to increase sales productivity while “cultivating” relationships with existing business customers
• Instead of emphasizing new-customer acquisition, cultivate existing customers and use that information to broaden the customer base
Business-to-Business Direct Marketing
• To uncover and meet needs that the competition is not meeting, seek to understand why customers buy from you
• Consider what needs your products or services fulfill and how your products’ features or attributes compare with those of competitive products or services
• Ask customers to rank-order this attribute/feature list to find new opportunities and to begin to segment customers
Business-to-Business Direct Marketing
• Identify how and when customers want to receive certain types of information
• Develop an effective contact plan and communication strategy that delivers it in that manner
Business-to-Business Direct Marketing
• Establish a contact center to manage all contacts with customers—ingoing and outgoing
• The contact center can acquire customer information for marketing activities and coordinate those activities
Business-to-Business Direct Marketing
• Develop strategies to penetrate existing accounts to search out additional sales opportunities and strengthen relationships
Business-to-Business Direct Marketing
• Use database information to identify attributes among current customers that will help you identify potential customers
• From these attributes you can build a target segment, identify the unfulfilled needs or external service values of that segment, and determine how to position the product or service in respect to competitive products or services.
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