Are You Investing In The Right Marketing Channels?

Most B-to-B marketers are faced with the dilemma of more marketing channels than resources.

We are living in the age where there is a marketing channel or marketing platform for almost every aspect of B-to-B marketing. From outbound channels for customer acquisition to platform channels for managing the marketing process.  It seems there is a provider at every turn offering the latest marketing technology with promises that their technology will wholeheartedly produce the marketing results you are looking for.

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Why We Are Drowning in Internet Content

With so much underwhelming, misdirected, me-too, and opinion-stated-as-fact content available for consumption, it’s no wonder our attention spans are being reduced to microseconds.

With so much underwhelming, misdirected, me-too, and opinion-stated-as-fact content available for consumption, it’s no wonder our attention spans are being reduced to microseconds.

The internet became the yellow pages and how brand marketers can rise above it.

I recently performed a google search using the queue — crap internet content — which returned 2,770,000 results in 0.68 seconds. This statistic alone should speak volumes about the current state of the internet and the questionable quality of the content that is pumped out for public consumption. Continue reading

Why brand reputation matters in large sales

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Brand reputation sells long after the sales call

In the book Spin Selling by Neil Rackman, sales methodology is explored and documented. One of the findings, supported by research, is that in large sales, the selling process is often pushed through the sales funnel by personnel internal to the buyer of the product or service, due to the number of influencers and decision makers that must approve large capital expenditures. During this extended sales cycle, it would be almost impossible for the sales rep to be present for every meeting and address every objection or question that might arise. For that reason, the value of a strong brand reputation plays a critical role in the sales process. Continue reading

Business-to-business marketing and relationship building

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The longer the sales cycles, the more important the relationship becomes

Business-to-business marketing has always been about establishing a relationship with the prospect. One reason for this is most considered purchases involve multiple parties, resulting in extended sales cycle time. With the new technology of programmatic buying and selling of digital advertising inventory, ad technology companies would like for you to believe that a constant barrage of banner ads will substitute for a relationship built on trust. Continue reading

Aviation Marketing: Don’t rule out emotional connections in the purchasing process

Connecting with your customers’ emotions can create a brand preference

In aviation marketing, the purchase decision is often solely based on the performance specifications of a product. Each product on the market, no matter the manufacturer, will fulfill the client’s baseline need. With different products of standard utility competing for business, one way to differentiate is by manipulating the price point. Although not terribly flexible, a price can be offset by manipulating variables within the company such as service, warranty, and delivery policy. Continue reading

Aviation Marketing: Effective social media begins with the purchasing decision

Its important to understand where in the purchasing process social media can deliver the greatest impact.

“Demystifying Social Media,” published by McKinnsey Quarterly, reports on how executives can harness social media to shape the customer purchasing decision in predictable ways.

My interpretation of the report for aviation marketers focuses on where in the considered purchase process social media may have the greatest influence on the purchasing decision for aviation products and services. Continue reading

Why people-to-people marketing is replacing business-to-business in the aviation industry

In aviation marketing successful brands are creating loyalty and commanding premium pricing by connecting on a personal and emotional level with their customers. 

Historically, aviation industry component and system manufacturers have practiced traditional business-to business outbound marketing (push marketing model). The outbound model relies on bought media to push key messages to a mass audience, segmented by demographic, SIC code, business title or purchasing authority.

Tactical execution takes the form of:

  • advertising
  • direct promotion
  • trade shows
  • sales literature
  • web banners
  • micro sites
  • company websites

Often public relations tactics such as press releases and product stories in trade publications support out-bound efforts.

The push marketing strategy is predicated on disrupting the viewer to convey predetermined key messages that support product features, benefits and value propositions.

For many aviation industry manufacturers, this has been a successful approach to building brand awareness. However, outbound marketing requires a large investment in bought media and advertising return on investment is hard to track.

Customers are disillusioned with the “about me” aspect of the creative product further challenging the advertising’s ability to disrupt the viewer in the work environment. In addition, outbound lacks the stickiness to build community and form a one-on-one relationship with the individual.

Enter People-to-People Marketing 

People-to-people marketing is predicated on building relationships with individuals and communities through conversations that nurture and build trust. Technology is at the heart of inbound marketing (pull marketing model).

One of the most intriguing aspects of people-to-people marketing is its not confined to the workplace. Personal computing power in the form of smart phones and tablets makes it possible to connect with customers in venues not traditionally associated with aviation marketing.

Social media outlets provide the means to listen and carry on conversations with individuals. People-to-people marketing requires aviation marketers to reevaluate and rebalance their marketing mix to achieve their marketing goals.

Successful people-to-people marketing shifts the focus from “me oriented” to “story telling” to create the personal and emotional bonds.

In addition, personal computing power opens up new venues for storytelling through video, slide share and other syndicated platforms. Inbound marketing also comes with a wide array of analytics packages to help establish data chains for measurement and marketing investment.

Finding the right balance

Today, successful aviation marketing requires an integrated mix of inbound and outbound marketing to tell the brand story. Aviation marketers are challenged to accomplish more with less, forcing them to reassess traditional marketing efforts and move towards more cost effective inbound marketing venues.

Many of these new venues are reaching maturity, offering integrated marketing and viable ways to reach prospects, establishing relationships and forming one-on-one connections with your audience.