The Big and the Small in B2B
Allen Weiss, MarketingProfs
“I hope you all enjoyed Allison’s extremely entertaining presenation this morning. This panel will be the exact opposite.” Such was the auspicious introduction given by moderator Burce Rogers for Unique Online Ideas for Business Marketing.
Although few unique ideas were revealed, the panel presented a nice contrast between the online marketing challenges faced by small B2B advertisers, as represented by Steve Casey of Expression Analysis, and larger corporate marketing efforts, as represented by Mark Eddings from HP. Allen Weiss from MarketingProfs.com also added the grassroots marketing perspective.
While the marketing approaches and goals of the panelists differed significantly, all agreed that in B2B markeing you have to identify the techniques and strategies your organization can’t do, and then partner with the right people who can do it. For Steve, this meant relying heavily on a full-service outside agency who could target his highly scientific target audience. For Mark, it was about using specialized vendors to fill marketing holes his IT guys didn’t have the resources to tackle.
Some nuggets of information:
- Mark’s group at HP looks for a 4% ratio of online spend to sales. Steve looks for a 20x return on his media spend (or 5% ratio, looked at a different way)
- To track phone sales generated by online HP has the ability to create custom 800 numbers by advertising source.
- Because his target market consists of a specific group of research scientists, Steve orients his online spend around trade shows, with emails, websites, and search focused on driving people to his booth
- Allen won’t spend money unless he first gathers research on whether 1) the product has a direct appeal to the target audience; and 2) the marketing has a well-defined message. Always good advice.
Steve made a statement at the end of the session which seemed particularly interesting for the Ad:Tech audience. To paraphrase:
“It was great hearing Mark talk about the complex metrics and tracking he uses, but for my company it’s all new. There are a lot of guys like me out there who still don’t know what ‘click rates’ mean, and it’s a learning experience.”
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