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B2B Marketing We understand that if for any reason—or for no reason—the XP-800 is not for us, I may return the pollution control system, and you will refund our money in full....
This example is absurd, but it illustrates the point: Most business-to-business direct marketing seeks to generate a lead, not a direct sale. The purchase of a business product or service typically takes many steps, not a single step—unless the product or service is inexpensive ($300 or less).

Do you have credentials or credibility in the marketplace you want to target? Even a small amount of prior experience, or a limited presence, can be made to seem impressive and help make prospects comfortable with you as a vendor.

Look at direct marketing in terms of the benefits it has for you. Here are ten ways that direct marketing, and especially direct mail, can help your small business, no matter what business you're in. These are the basics, some of the guiding principles of direct marketing, and they are expanded upon in following chapters.

As a true indication of the Internet's widespread influence on direct
marketing, the Direct Marketing Association acquired the Association for Interactive Media in late 1998 and continues to pursue Internet initiatives that are changing the fundamental shape of this influential organization. Soon, the new definition for direct marketing, if the terminology remains, may be all marketing that is interactive. But that marketing will still have its roots right here, in direct marketing.

Recommend means either to initiate the inquiry process or to advise others to approve the purchase. The controller at a small firm, for example, might see an ad for a new computerized accounting system, get excited about the product, send for literature, and try to convince the boss to buy it.

Do You Have Credentials or Credibility in These Markets?
I know of several software vendors who had great products running on specific hardware platforms who thought they could expand their sales by migrating these proven winners to other platforms. But when they did so, they found it wasn't as easy as they thought it would be. Why? Because they had no reputation or credibility in these new markets. They would say, "Our software is proven in 30,000 IBM installations!" The prospects would reply, "Yes, but we're a DEC shop. Have you got any-thing running on a vnx?"

Not having these reference installations made it slow-going expanding into the DEC marketplace.

B2B Marketing