- Why Buy Anything?
- Why Buy Mine?
- Why Buy Now?
But follow my simple logic here and tell me if I'm wrong:
In strategic b2b acquisitions, no client will make a buy because a sales person gave him a call and casually suggested, oh, I don't know, to re-equip his entire factory. Never the decision-maker will say "What a wonderful idea, that never crossed my mind, but now that you brought up this gazillion $$$ investment, let's meet."
My point? Almost never the vendor is the one to set the acquisition moment. In strategic buys, you need to bring your company / product brand in top-of-minds in your sector and harvest the requests of the clients at the point where they decide to make such purchases [mind you, I’m not talking about bringing a new product and having to educate your market to adopt it].
In the markets where your brand is well established, referencing customers is the most successful marketing action, no doubt; but what about new external markets?
In those new markets, your company needs to grab share of voice and build brand awareness in order to start being considered as a potential supplier by its target market.
E.g., I'm running brand awareness actions using various channels:
- broadcast news / materials in local & vertical press
- join professional associations
- share case studies in online professional groups
- advertise the brands in online relevant channels
- insert / distribute promotional flyers in industry events
- run AdWords campaigns with Google [although this one is dangerously close to lead generation].
None of the above actions can or should be judged by the number of leads generated, and you shouldn't build a marketing budget with this sole goal in mind; if you want your company to be one of the vendors considered by the client in the selection process, first let him know about you; and after you've gained a new contract, please ask the client “How did you hear about us?” and hurry back with the answer.