Page 32 - SKU-000506274_TEXT.indd

Market SMart: How to Gain CuStoMerS and inCreaSe ProfitS witH B2B MarketinG

• To grow revenues among the existing client base
• To build business development and marketing capabilities
• To reach profitability
It’s dangerous to select more than three or four of these goals.
Prioritizing will help you focus and identify where limited
resources can be invested. It can also help reveal what types
and amount of marketing make sense given what you want to
achieve with the business.
Part Two: Products and Offerings
Clearly defining the features and benefits that you deliver
to customers is essential in developing powerful marketing.
Hopefully you have a strong sense of what you provide to
the market, but this process crystallizes what is different and
special about each of your offerings. It will help you identify
the most powerful value you provide, to whom you provide it,
and the potential messages that will resonate with them.
You can do this by using a simple matrix. List your products
and services across the top and then customers, technical
features, and benefits down the side.

33

© 2012 Lisa Shepherd