Connect
Description:
In this issue we explore how brands make connections and build relationships in the crowded, noisy, competitive digital space. We promise there are very few pick-up line puns.

Connect

Fall 2011

Reaching the Person Behind the Desk

by: Emily Van Winkle
q3-2011-reaching-the-person-behind-the-desk

In the main article of this Logic + Magic edition, it states, “the customer truly matters.” A customer is “a person who purchases goods and services for personal use.” However, I challenge you to broaden your thinking of this definition. After all, when it comes to business-to- business transactions, people on both sides of the spectrum choose to make the purchase — or not.

As with business-to-consumer marketing, social media marketing, search engine optimization, digital advertising buys, pay-per-click and email programs can also be used to market in the business-to- business setting. The major difference is what you deliver, how you deliver, and when you deliver.

In the B2B setting, your company needs to be seen as an industry leader. The best B2B marketing tactics provide content the user wants: white papers, blogs, articles, newsletters — information that will not only help in search engine optimization efforts, but deliver valuable information to a company’s target audience. And the benefit is two-fold because your client receives valuable information, but your brand will also be top-of-mind when it comes time to purchase products and services.

One tip is to make your call to action clear. If you want email addresses, require an email address for content download. If you want to speak to someone on the phone, list the phone number.

And remember, you aren’t marketing to the desk...you are marketing to the person behind the desk.