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Tips From the Front Lines
Toughest part of B2B marketersí job: matching
Web site to complex sales cycle, driving traffic, updating content.
from AICPA Custom Media Solutions
Itís all about generating leads today and
it gets trickier when you are trying to convey key marketing copy
in a Web site geared for complex big-ticket items such as accounting
software, technology solutions and financial services.
As a B2B marketer, youíre tasked with appealing
to multiple decision makers at different levels including CEOs,
CFOs, COOs, IT heads and VPs. As many of you know very well, itís
not easy hitting the hot buttons of all your different prospects.
Flexibility gets results, as sales copywriting guru,
Jonathan Katz, told Internet Marketing Report (IMR) last month.
Marketers should segment their lists by title and develop separate
messages for each one. And that doesnít always mean creating
an entirely new creative piece for each, says Katz. Keep the body
copy generally the same, but test different appeals to prospects
in key areas such as:
- Subject lines, headlines and subheads
- Lead paragraphs
- Bulleted lists
Putting It Into Action
For CEOs, you want to appeal to the big-picture
issues like revenue growth, market share and earnings. For CFOs,
you want to get straight to the bottom line costs, ROI etc. For
IT professionals, you want to stress integration, training and support.
Sell Them a Step at a Time
Pacing is key for encouraging prospects to take
the next step instead of just buy right away, says Katz. You can
push those next steps ó Webinars, white papers, live events
etc ó by stressing their value. This will make it easier for
decision-makers to get buy-in from their superiors and draw them
closer to closing the sale with you ó not the competition.
Whatís the Toughest Part of a Web
Marketersí Job Today?
Here are the results of a 2006 survey of 180 marketers
by Progressive Business Publications:
PBP 2006 Survey of 180 marketers)