Page 61 - SKU-000506274_TEXT.indd

Chapter 14—Integrating tactics to nurture
B2B relationships

There is no silver bullet in B2B marketing. While individual
tactics are effective methods of increasing exposure and driving
leads, no tactic alone is as effective as multiple tactics used
together. All B2B marketing tactics are more effective when
used as part of an integrated marketing plan. B2C companies
create television, radio, digital, and print marketing efforts to
make sure consumers hear their message frequently and
repeatedly; similarly, B2B companies need to integrate their
tactics to build awareness of their solutions.

For example, a telemarketing campaign might work for your
business, but it will be much more effective if combined with
an email that informs the recipient that you’ll be calling, an
invitation to an upcoming webinar, and then a follow-up
invitation to an event at a local, industry trade show. The
golden rule is that it takes five to seven touches before your
name will register on the typical, busy person’s radar. So
integrating tactics is essential to get B2B buyers to hear and
understand your message.

The other reason to integrate tactics is that it enables your
company to nurture relationships. The B2B purchase cycle
is long, so it’s unlikely to land on a potential buyer’s radar
and have them buy the next week. B2B relationships must
be nurtured over time, providing the right type and amount
of information and expertise to move prospects one step
further in the sales process. Integrating tactics enables you to
do this—you can provide a white paper, a webinar, an email
newsletter with recent case studies, and an invitation to a local
lunch and learn over the course of weeks or months. This

65

© 2012 Lisa Shepherd