These are somewhat scary times at some B2Bs. Despite expert advice about becoming more aggressive in a downturn (some of it summarized in our posting “B2B Marketing in a Recession”), their top management is more inclined to be cutting marketing expense than approving increased spending. Leads are harder to come by and taking noticeably longer to close. – B2B Web Strategy – Fast fixes for B2B marketing in a sour economy
The slow economy may have given you a little bit of extra time on your hands. Now is a great time to take a look at your business marketing plan and procedures and do some housecleaning. B2B Web Strategy has some good information to get started, which can apply to both B2B and B2C companies. Here are some more suggestions:
- Measurement – Take a look at your analytics and sales measurement tools and make sure you are getting the information you need to make good decisions.
- Advertising – Re-evaluate any advertising you’re doing – display, print, AdWords, etc. What’s working well and what’s not? Are the ways to improve what isn’t working as well?
- Customer List – Spring clean your CRM or customer list. Are there some customers/potential customers who should be moved to the bottom shelf? Are there customers you should be spending more time with?
- Lead Generation – Are your lead generation processes working well? Are there improvements you can make to increase leads or the quality of leads?
- Sales Funnel – Once you get qualified leads, are they becoming sales? What can be improved to increase the percentage of leads that convert to sales?
Remember that to increase sales on your website (and in general), you need to increase traffic to your site (and keep the same conversion percentage) or increase the conversion percentage (for the same amount of traffic) or both. Periodically re-evaluating your business marketing plan and how well it is working can help you achieve whichever goal you choose.
What fast fixes work for your business marketing?