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How to Keep it Real in B2B Marketing

How to Keep it Real in B2B Marketing

The 3 most important variables to focus on when designing a B2B Marketing Plan

First, start with the end goal in mind. What do we want to achieve in Marketing?

In two words: Sell More

In business there are two kinds of problems:
  1. Not enough sales

  2. Every other kind of problem

So how can we win in marketing? First, keep it simple.Clarity is power. Marketing is a prelude to sales. We must first understand what increases sales. Three levers increase sales, not one.

Our short-sighted error is that we need more clients to increase sales. Although this is true, it's not the only way, and it's an incomplete strategy.  Everyone is obsessed with getting more customers to increase sales. There are two other strategies that complement each other.

Three levers to Increase Revenue:

  1. Increase the number of clients

  2. Increase revenue per client  

  3. Increase frequency of purchase over time

Why is this so important?

It's easier to increase the number of clients by 30%, revenue per customer by 30% and the frequency of purchase by 30% than growing the number of clients in one year by 120%. Do a quick experiment right now with your business. Increase these three levers by 30% and see how your sales jump up to 120%. Don't do it for math's sake, but to see how feasible and easier it will be.

How do I integrate this with marketing?

Increase the number of clients

Since I'm in digital marketing, in our case, it's helping our clients increase website traffic that eventually yields more leads, which consequently generates more clients.  Nothing really new here.

Increase revenue per client (Offer other products or services)  

This is where people get lost. You can't get this right by having an internal meeting with your colleagues or partners. You need to actually talk to your clients. Really understand their pain points, not nice to have things. If you can do it better or cheaper and it can be applied to the rest of your customers, do it. Tell your first customers that it's a prototype and that they will get a discount. Why offer a discount and have a prototype speech? Because you need to set the expectation that you do not know what you are doing, therefore as an amateur, you can not charge a full price. Record and track everything you do. Create a case study out of this prototype and market your results to the rest of your customers. After doing this initiative write to me and let me know your marketing ROI.

Increase frequency of purchase over time

Have a maintenance fee in mind. Start by selling a project to your new customer. A project means no strings attached. No one wants someone clinging at the beginning. Play nonchalant at first, even though you secretly want a long term relationship. Don't leave your customers, especially if you have something going on. Good news, monogamy is not a thing in business. You can have a causal relationship with your customers, non-exclusivity is not a deal breaker. These new projects can apply to existing customers when offering new services or new customers who do not want a full blown commitment. Either way, have a low maintenance fee in mind, if you do a good job, they are going to knock on your door eventually. Have something to offer them on a recurring basis. 

Conclusion: Create a marketing plan that focuses on increasing all three levers and have an exact growth percentage goal for each.  Assemble marketing pieces for your existing customers. Develop valuable content, create presentations and case studies of the new initiatives you are doing within other existing customers.   Give them more ideas on how you can help, show them how you can grow together. Also, give them flexible options so they can keep hanging around and do business with you without too much commitment. Think Apple. Sell different products to your existing customers. Later, sell them different versions of those products every two years. Then license them a software that connects all products together for a small monthly fee.  Apple turns customers into raving fans, which in turn become perpetual revenue generating machines.

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Juan A. Cisneros W.

Author Juan A. Cisneros W.

Co-Founder | Proactive, results driven entrepreneur, obsessed with learning and doing what it takes to grow a business.