Marketing technologies and techniques typically emerge in the b-to-c world, making their way to b-to-b marketers six to 12 months later. Some never make the leap because of b-to-b's longer selling cycles and smaller list sizes. There are some things, however, that may seem too b-to-c, but have real promise for the b-to-b market. Michael Kelly, co-founder of Clickmail Marketing, a reseller ofr email marketing software and services, suggested these three tips to get started:
- Add a click-to-chat link to your email. Click-to-chat came of age on consumer retail sites, and for good reason. It gives customers instant access as well as answers to their questions, shoring up sales. B-to-b marketers can provide the same service to customers and prospects who may have similarly pressing questions, Kelly said. "You don't even have to staff it yourself. You can outsource it or implement a click-to-call that goes directly to your salespeople."
- Create a customer loyalty newsletter. You've probably received your fair share of loyalty emails from your favorite consumer brands, but do you have one for your own company or products? If not, you are missing out, Kelly said. "Set a volume threshold or time period, and create a newsletter just for those customers who fall into those parameters," he suggested. "You can use that newsletter to provide early information about upgrades and new offerings, but you can also use it to send out special offers just for your best customers." Kelly said to make sure those on that list are suppressed from your regular list so you're not overmailing. In addition, make sure everyone on the list is truly a top customer, he said. "Your oldest customer may not be your best customer."