Feeds:
Posts
Comments

Archive for the ‘b2b’ Category

engagement by the brandbuilder

Above and below: Some revamped slides from Monday’s presentation. These two companion messages (Engagement and P2P) seem to have resonated with the audience, so I thought I would elaborate on that topic a little.

First: Should companies continue to launch and drive  marketing, advertising, promotional and other types of business development and awareness campaigns?

Yes. Absolutely. No question.

Traditional media “push” strategies and tactics, when developed by the right people and used properly, can be extremely effective. I am a big fan of great campaigns, so keep creating GREAT push campaigns.

But “engagement” – and by that I mean customer engagement (even if those customers are not technically customers yet) – is not a campaign. It isn’t even a strategy. It is a commitment to a being the kind of business that people will want to be a part of and whose products and community people will want to share with friends and family. The kind of business that people  will naturally want to support proactively for years and years.

What we are talking about here has its basis in culture. Call it company culture, corporate culture, management culture… it doesn’t matter. The point is that if your company still refers to itself as a B2B (biz to biz) or a B2C (biz to consumer) company, you are missing the boat. Thin about every great experience you’ve had with a business: Fantastic service at a hotel – where the folks at the desk (and the rest of the staff) makes a point to remember your name. Think of the same kind of service at a restaurant or retail outlet. Think about how you feel about a physician with fantastic bedside vs. a physician who acts like spending any time with you is the chore from hell. Now ask yourself which you would rather be: The business that makes people WANT to come back and recommend you to their friends, or the business that will either fail to be memorable – or worse, give people a reason to find a better option than you next time.

It doesn’t matter if you are a hair salon, car rental company, commercial lender, real estate agent, architectural firm, coffee shop or IT distribution company: Create great experiences based on building relationships with your customers (and your community) and your brand will quickly find itself on the rise.

Fail to do so, and your situation will NEVER improve. No matter how much you lower your prices, no matter how much money you spend on advertising, public relations, call campaigns and promotional incentives, you will still be struggling to get past 5% annual growth (once the economy recovers, that is).

You must learn to become a P2P (people to people) company. Period. There is no other option for you. Not anymore.

Starting with the way you treat your employees – from the way in which you hire, train, mentor and manage them and the words you choose to use around the office (do you refer to your team members as “headcount”?), to the type of relationship you build with the people you do business with.

You are a P2P company, by the brandbuilder

Have a great Weekend, everyone. 😉

Read Full Post »


Post #3 from Seth Godin’s blog this week.

No, I am not on Seth’s payroll. Stop asking me.

Here it goes:

The first rule of b2b selling:

If it gets to the RFP stage, you lost.

Great business to business marketers (and profitable ones) make the sale long before that happens.

The RFP is an organizational punt, it’s a way of saying, “it’s all a commodity, we can’t decide, cheap guy wins.”

The cheap guy, of course, never wins.

Yes, yes, and yes. If you don’t already know this, learn it now and remember it always.

And by the way, the best agencies/contractors/consultants/whatever will ALWAYS turn down RFPs. Here’s why: If we have to audition for you, a) you don’t know what you want, b) you don’t care enough about it to know who the best man/woman for the job is, and c) a and b together = you wasting our time. End of story.

Seth scores again.

Read Full Post »