Kinetic Marketing and Design - Grimsby Graphic Design, Advertising and Marketing

For any B2B company effective marketing is about building long standing client relationships, relationships that are built on trust and an understanding of the products and services you can provide.

So how can email with its fleeting messages and spam hangover be something that can help this? For SME business who are in the B2B or industrial sector, email may not seem like a particularly useful tool, after all you rarely have special offers or sell from your website. Yet as a relationship building tool, when used effectively, email can be extremely powerful. Keeping in contact with prospects through a lengthy sales pipeline. Keeping clients informed about the full range of services and products provided. Above all, keeping your business ‘font of mind’.

So if we accept that email can be extremely useful for B2B companies, I thought it would be useful to look at some specific pitfalls that B2B email marketers can fall into, plus a few reminders of best practice that apply to all.

reminders of best practice for all emailers.

In December 2010 I wrote a blog called ‘2011 Marketing New Year’s Resolutions’ - not sure where that year has gone, but here we are again first day back in work in 2012 and looking to make changes to the way we run our lives and our businesses. Looking back at last year’s blog, the resolutions still stand, so please check it out, but I have added some more.

In challenging times, when so many things in the wider economic environment seem out of our control, the one thing you do have control over is your marketing.

We may be technically out of recession but for many businesses, times are still tight and with squeezes in both consumer and public sector, it is often the B2B businesses that are stuck in the middle, beings squeezed from both sides.

So what can businesses to business organisations do to make the most of their marketing in these testing times?