B2B Confusing Lanes & The Road Map To Answer
Innovation has traditionally swung into and out of fashion: popular in good times and tossed back into the closet in downturns. But as globalization tears down the geographic boundaries and market barriers that once kept businesses from achieving their potential, a company’s ability to innovate—to tap the fresh value-creating ideas of its employees and those of its partners, customers, suppliers, and other parties beyond its own boundaries—is anything but faddish. In fact, innovation has become a core driver of growth, performance, and valuation.
Our research bears out this point. More than 70 percent of the senior executives in a survey we recently conducted say that innovation will be at least one of the top three drivers of growth for their companies in the next three to five years.1 Other executives see innovation as the most important way for companies to accelerate the pace of change in today’s global business environment.2 Leading strategic thinkers are moving beyond a focus on traditional product and service categories to pioneer innovations in business processes, distribution, value chains, business models, and even the functions of management. For most companies, innovation is a proprietary activity conducted largely inside the organization in a series of closely managed steps. Over the last decade, however, a few consumer product, fashion, and technology businesses have been opening up the product-development process to new ideas hatched outside their walls—from suppliers, independent inventors, and university labs.
Executives in a number of companies are now considering the next step in this trend toward more open innovation.1 For one thing, they are looking at ways to delegate more of the management of innovation to networks of suppliers and independent specialists that interact with each other to co create products and services. They also hope to get their customers into the act.
Taking into consideration the immense increase to be made in the B2B sales and ways to increase it let us see the ways and means that can be implemented to do the same.
Put benefits in your headlines
Talk about applications
If your product or service is ideal for specific applications, say so. When readers recognize their application for your product or service they will be more likely to respond.
Make your ads easy to skim
Everyone seems pressed for time these days, including the folks reading the trade publications you advertise in. With this in mind, make it easy for readers to "skim" your ads and still get the message.
Fractional ads in every issue can be more cost-efficient
Use "Wrap Ads" to get more bang for the buck
My clients have found that wrap ads can pull up to 400% more inquiries than a single ad of the same size.
Make them an offer they can't refuse
Consider offering application notes showing how other buyers solved their problems using your product or service.
Many of your prospects may want to try your product before they buy it. If you can cost-effectively offer samples or a demonstration CD, you will generate more inquiries as part of your B2B sales leads generation program.
Choose your words carefully
Talk first person with the reader
Ask for the order
Any experienced salesperson can tell you, you won't get the order unless you ask for it.
Give them a compelling reason to inquire right away
Match your offers to where the reader is in the buying cycle
Merchandise your offer
Direct marketers have found that how you package the offer can be as important as the offer itself.
For example, if you're offering literature or samples, include in the ad a small picture of what they'll receive if they inquire. If you use a coupon, show a little pair of scissors cutting out the coupon. If you use 800 numbers in your ads, make sure the numbers are big and bold. That way they stand out and it's clear that you want the prospect to call.
Don't forget to mention all the ways they can inquire; "circle the number below, call, fax, contact us by e-mail or visit our Web site today for your free information kit."
Make it easy for your prospect to respond
Offer multiple response devices so your prospects can choose the method they prefer.
Art directors tend to hate coupons, but they work. One study I recall showed that the same ads with a coupon out-pulled versions without the coupon by as much as 13%.
If you publish phone numbers in your ads, be prepared to answer the phone during coast-to coast business hours.
Mention your Web site
Make it clear to readers that they can get the rest of the story about your products or services instantly by visiting your Web site. Then make sure your Web site makes it easy for them to find this information.
In addition, have an "Information Request" button on every page that takes them to a form that allows them to identify themselves and their needs, and to request that detailed information be faxed, downloaded as files or quickly mailed to them.
Consider using a unique web address for each ad you run so you'll know where the inquiry came from. Ask your Webmaster about this. It is easy and inexpensive to accomplish.
Innovation has traditionally swung into and out of fashion: popular in good times and tossed back into the closet in downturns. But as globalization tears down the geographic boundaries and market barriers that once kept businesses from achieving their potential, a company’s ability to innovate—to tap the fresh value-creating ideas of its employees and those of its partners, customers, suppliers, and other parties beyond its own boundaries—is anything but faddish. In fact, innovation has become a core driver of growth, performance, and valuation.
Our research bears out this point. More than 70 percent of the senior executives in a survey we recently conducted say that innovation will be at least one of the top three drivers of growth for their companies in the next three to five years.1 Other executives see innovation as the most important way for companies to accelerate the pace of change in today’s global business environment.2 Leading strategic thinkers are moving beyond a focus on traditional product and service categories to pioneer innovations in business processes, distribution, value chains, business models, and even the functions of management. For most companies, innovation is a proprietary activity conducted largely inside the organization in a series of closely managed steps. Over the last decade, however, a few consumer product, fashion, and technology businesses have been opening up the product-development process to new ideas hatched outside their walls—from suppliers, independent inventors, and university labs.
Executives in a number of companies are now considering the next step in this trend toward more open innovation.1 For one thing, they are looking at ways to delegate more of the management of innovation to networks of suppliers and independent specialists that interact with each other to co create products and services. They also hope to get their customers into the act.
Taking into consideration the immense increase to be made in the B2B sales and ways to increase it let us see the ways and means that can be implemented to do the same.
Put benefits in your headlines
Talk about applications
If your product or service is ideal for specific applications, say so. When readers recognize their application for your product or service they will be more likely to respond.
Make your ads easy to skim
Everyone seems pressed for time these days, including the folks reading the trade publications you advertise in. With this in mind, make it easy for readers to "skim" your ads and still get the message.
Fractional ads in every issue can be more cost-efficient
Use "Wrap Ads" to get more bang for the buck
My clients have found that wrap ads can pull up to 400% more inquiries than a single ad of the same size.
Make them an offer they can't refuse
Consider offering application notes showing how other buyers solved their problems using your product or service.
Many of your prospects may want to try your product before they buy it. If you can cost-effectively offer samples or a demonstration CD, you will generate more inquiries as part of your B2B sales leads generation program.
Choose your words carefully
Talk first person with the reader
Ask for the order
Any experienced salesperson can tell you, you won't get the order unless you ask for it.
Give them a compelling reason to inquire right away
Match your offers to where the reader is in the buying cycle
Merchandise your offer
Direct marketers have found that how you package the offer can be as important as the offer itself.
For example, if you're offering literature or samples, include in the ad a small picture of what they'll receive if they inquire. If you use a coupon, show a little pair of scissors cutting out the coupon. If you use 800 numbers in your ads, make sure the numbers are big and bold. That way they stand out and it's clear that you want the prospect to call.
Don't forget to mention all the ways they can inquire; "circle the number below, call, fax, contact us by e-mail or visit our Web site today for your free information kit."
Make it easy for your prospect to respond
Offer multiple response devices so your prospects can choose the method they prefer.
Art directors tend to hate coupons, but they work. One study I recall showed that the same ads with a coupon out-pulled versions without the coupon by as much as 13%.
If you publish phone numbers in your ads, be prepared to answer the phone during coast-to coast business hours.
Mention your Web site
Make it clear to readers that they can get the rest of the story about your products or services instantly by visiting your Web site. Then make sure your Web site makes it easy for them to find this information.
In addition, have an "Information Request" button on every page that takes them to a form that allows them to identify themselves and their needs, and to request that detailed information be faxed, downloaded as files or quickly mailed to them.
Consider using a unique web address for each ad you run so you'll know where the inquiry came from. Ask your Webmaster about this. It is easy and inexpensive to accomplish.