CUSTOMER INSIGHT: Bigger bang per buck
How do you get the most out of a limited B2B marketing budget or, as the Americans say, the biggest bang for your buck? The following advice should help:
If you really are in B2B then you will know all of your customers pretty well because they've been placing orders with you for a while and should continue placing orders with you for a good while longer. But many salespeople for whatever reason not only don't like administrative tasks such as maintaining databases but also regard their customers as their customers, not the businesses.
Action Point: Ensure that your business keeps an up-to-date record of the most important decision-makers and key influencers. If you must, give the database an unthreatening title, such as 'The Christmas Card List'. Cost: £nil