Ensuring Prospects Find You
Are you visible to decision makers?
When over 4,000 B2B buyers/decision makers were asked how they chose a new vendor, 80% said they found the vendor.*
Does this mean you should scale back marketing efforts because your prospects find you anyway?
Not at all. It means the market place has experienced a significant shift in power: no longer are you just hunting prospects; they are also now hunting you.
And that means it’s your job to be present in the places they’re looking.
Four tactics to raise visibility and build demand for the long term
I believe that for effective B2B marketing in 2008-09, you need to leverage several proven tactics that get you noticed, such as:
- Search engine marketing (SEM) so more prospects find you
- Keynotes, awards, blogs, and published articles so you appear where prospects are looking and learning
- Tailored communications to nurture prospects and clients based on their specific interests
- Ongoing monitoring of how you are perceived - so that you can build the testimonials, referrals, and case studies that are so important to establishing credibility and trust
* Source: MarketingSherpa Business Technology Marketing Benchmark Guide 2007-2008