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.
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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:
- Search Engine Optimization (SEO) – One of our clients has been an industry leader for the past 15 years, but potential clients had difficulty finding them on search engines since they were way down on Page 16. They are now located in the top third of the first page, and their Web visitor inquiries, along with their web-generated leads, have seen significant growth
- Company Blogs & Social Media – In an age where we choose word-of-mouth over slippery salespeople, an open relationship with clients through a blog or social media outlet can build trust. We assisted another client with writing their blog, spreading positive information by social media and word-of-mouth, thereby engaging clients with their solution. a result they saw their registration levels increase dramatically
- Whitepapers – One company we worked with had an extremely intricate and innovative solution, but it proved challenging for them to communicate this to their target market, especially compared to their competitors. We offered to produce a special whitepaper and distributed it to influential industry figures on their behalf and, as a result, their company is now attracting the right clients who firmly understand how the solution can benefit them.
Pull marketing 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.