As we discussed in a Direct Objective’s previous blog, Major Shifts of B2B Marketing Evolution”, some traditional marketing sales processes are becoming less effective. The difference is between Pull Marketing and Push Marketing. Many traditional marketing strategies are based on the concept of a controlled sales environment, where actions are driven by a “numbers game”. Simply put: the more outgoing calls => the more message visibility for potential clients => the more clients your business gains. In a new world, this equation is not necessarily true anymore.
The easiest way to stay ahead of the curve when it comes to marketing is to shift your fundamental focus by adapting your methods from Push to Pull. Why spend enormous resources chasing down clients with constantly changing needs and ways of absorbing information, when you could simply entice customers to come to you? This will not only reduce the cost of finding new clients, but also ensure you attract an exponentially higher quality of client since they have already acknowledged your company as a potential solution-provider.
Your next step is to identify the right tools to help you effectively make the transition from Push to Pull Marketing. Some recent examples from our clients include:
Pull strategy is a necessity in this rapidly changing marketing world. There are a number of other new techniques that can simplify the Pull approach process, but it’s most effective to create an overall marketing strategy which is unique in successfully integrating the relevant tactics tailored to the specific needs of your company.
“Ranking our Web site high on search engines results, designing a professional Web site look and developing engaging relevant content for a heavy technology company like us resulted in a dramatic increase in client leads that we receive from our Web site.”Simon Robin CEO, Hardent