1. Business-To-Business Direct Marketing
Chapter 8
Business-To-Business
Direct Marketing

2. Business-to-Business Direct Marketing
The goal of business-to-business direct marketing is to increase sales productivity while “cultivating” relationships with existing business customers
Instead of emphasizing new-customer acquisition, cultivate existing customers and use that information to broaden the customer base

4. Business-to-Business Direct Marketing
To uncover and meet needs that the competition is not meeting, seek to understand why customers buy from you
Consider what needs your products or services fulfill and how your products’ features or attributes compare with those of competitive products or services
Ask customers to rank-order this attribute/feature list to find new opportunities and to begin to segment customers

8. Business-to-Business Direct Marketing
Identify how and when customers want to receive certain types of information
Develop an effective contact plan and communication strategy that delivers it in that manner

9. Business-to-Business Direct Marketing
Establish a contact center to manage all contacts with customers—ingoing and outgoing
The contact center can acquire customer information for marketing activities and coordinate those activities

15. Business-to-Business Direct Marketing
Develop strategies to penetrate existing accounts to search out additional sales opportunities and strengthen relationships

16. Business-to-Business Direct Marketing
Use database information to identify attributes among current customers that will help you identify potential customers
From these attributes you can build a target segment, identify the unfulfilled needs or external service values of that segment, and determine how to position the product or service in respect to competitive products or services.

19. Business-to-Business Direct Marketing
Qualify leads before sending them to the sales force or other channel members
The goal is to advance the sales process so that the prospect is converted into a buyer