Although most campaigns should be razor focused toward one thinly-sliced demographic, in reality, this probably means you’re selling to multiple types within that demographic – the committee. That committee could be formal or informal. Its size depends on how considered the purchase is, how large the organization making the purchase is and how risky the purchase is perceived to be.
Complex purchases made by large organizations in risky environments spawn enormous committees. Even fairly simply purchases made by smaller organizations wind up involving two-three people though – often, a user, a buyer and an approver. If you’re marketing to really tiny business, those roles may all be assumed by one person…but that doesn’t mean you don’t have to address their varying concerns and passions as they put on each of the three hats during the purchase process.
So, your campaigns, the media they run in and the offers they dangle must be multitudinous as well. Single-shot campaigns targeting a sole business buyer via a single medium are no longer successful. This trend has become exacerbated by the fact that prospects have taken finding vendors and suppliers into their own hands.
This Lead Generation Handbook also has the information on:
Did the customers Find the Product Vendor or Vice-Versa?
B-to-B SEM Budget Percentages.
Basic Types of Search Engine Marketing
SEO Lift After Six Months of Optimization – Agencies Vs In-House
What Triggers Content Updates?
Whats the Number One Most Interesting Content? Prospects Vs Marketers
Lead Generation Handbook has six valuable Chapters that you don’t want to miss:
Chapter 1: Pre-Campaign Research and Prep
Chapter 2: Campaign Strategy
Chapter 3: Campaign Execution: From Advertising to White Paper Syndication
Chapter 4: How to Create Content B-to-B Prospects Adore
Chapter 5: Lead Qualification, Cultivation and Measurement
Chapter 6: Handy Resources