Comments on: Some thoughts about B2B marketing during difficult economic times

By: Parker Trewin

Parker Trewin — Tue, 29 Jul 2008 22:17:53 +0000

Mac, I just read your other post under “skills a B2B Marcom pro needs”. Nicely put and certainly appropriate here as well.

By: Parker Trewin

Parker Trewin — Tue, 29 Jul 2008 22:13:24 +0000

I recently attended a marketing conference and the same question came up. I was astounded at the answers that my peers gave which had more to do with generating brand awareness and sales training materials and almost nothing to do with what a CEO really cares about: his or her bottom line. It may seem overly simplistic but I think it’s all helping the organization generate revenue. As a marketer I need to identify programs that I can put in place (during an economic downturn or otherwise) that helps Sales sell more and then I need to show the success (or point to the probable success) of these programs.

By: Mac McIntosh

Mac McIntosh — Thu, 24 Jul 2008 20:40:19 +0000

Michael,

Thanks for commenting.

People really do silly things when faced with difficult times, don’t they? For example, they stop marketing to save money, but then are surprised when the sales pipeline dries up.

By: Michael A Brown

Michael A Brown — Wed, 23 Jul 2008 21:16:48 +0000

Hi Mac! Yes, indeed, keep generating and nurturing those leads regardless of the economic climate.

But DON’T make these silly marketing mistakes that recur in every economic downturn:

Mass cold-call telemarketing in an attempt to drum up quick business. It doesn’t work and you’ll burn good opportunities

Pressure prospects to consider and decide quickly. In tough times, everything takes longer.

Conflate resposibility with authority. In a downturn, business people often have more of the former but less of the latter. Discern un-real from genuine opportunities early-on.

Keep calling at the same or lower level of contact. People who can say “yes” despite budget constraints have big offices. Market to them.

May we all prosper!