You are here

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