Too often, businesses and marketers primarily focus on advertising and reaching potential consumers on an individual level at their home address or via personal e-mail. While this tactic proves effective, it is arguably more important to target marketing strategies towards other businesses.
B2B commerce is a key element in generating profit; not only does this help grow business, working directly with other businesses also helps form professional relationships that can be extremely helpful and rewarding.
For example, it would be in the best interest for an office supply company to target other businesses (small and large) to introduce their products and services. Not only will this most likely result in sales, it also has the potential to create a long-term relationship that may generate multiple orders, and adversely the targeted companies may be able to offer products or services in return.
The next step in B2B marketing is determining what channel will be most effective for your business. Direct mail pieces and e-mail deployments are both tactics that will generate results. Each of these options offer different benefits that will help cater to your company’s needs, as well as your targeted consumer’s needs.
If your goal is to reach larger corporations, it may be wise to send email deployments in order to reach the appropriate department, and receive quicker responses. If you are trying to reach local or smaller businesses, a direct mail piece may prove to be more personal and generate a lasting impression.
B2B marketing and commerce is not to be overlooked. Envisioning other businesses as potential consumers rather than competition has the ability to change the way your business runs in a positive way.