Companies solely focused on selling to other businesses, and not to general consumer audiences, often put all of their promotional resources into sales. They are frequently quick to write off advertising and publicity. That’s usually a mistake. A good marketing program should include investments in both a sales force and advertising.
In the business-to-business model, a sales team traditionally is the most efficient use of your marketing dollars. It’s a simple formula: Hire people who make most or all of their salaries based on their level of sales. Instead of waiting for the phone to ring, a member of your team promotes your company to targeted types of businesses — and hopefully gets to the decision-makers. If a salesperson isn’t productive, then you can invest in someone else. It’s easy to measure your return on investment.
Companies selling business-to-business are smart to also wage an “air war” of creating awareness and demand for their products and services. Creating that demand and a strong brand demonstrates forward thinking in your company’s overall strategy.
You think the Xerox copier salesman has an easier job selling his or her product over the competing brand? Yup! Besides Xerox being a leading brand since the infancy of the photocopy, the company has continued to invest in advertising. You’ve likely seen Xerox’s ads touting quality and productivity. So when you’re in the market for a new multifunction office machine, Xerox is top of mind. That’s when advertising puts the wind at the back of your sales team.
But for companies lacking Xerox’s mega-TV advertising budget, there are more targeted vehicles for successful business-to-business branding and awareness campaigns. If certain types of businesses are more likely to buy your product or service, buy ads and do publicity in trade newspapers and magazines that serve those industries. If you have broader business appeal, but are limited to a geographic region, ads in business sections of newspapers and business journals and local radio or TV news-report sponsorships can be affordable media to beat the drum of awareness.
Most certainly in business-to-business marketing, direct mail is a key component. You can develop, and even buy, mail and e-mail lists of the companies you want to market to. Direct mail, in the form of postcards, sales letters, newsletters and catalogs, can be put right into the mailboxes of the people most likely to do business with you.
In business-to-business marketing, a good sales force is critical. Advertising and publicity to support your sales effort will magnify your program.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
