Talking Smarter

In this edition of “The Better B2B Marketer” we’re exploring how to create a smarter, more impactful dialogue with prospects and customers. When you get the conversation right, it does three things: fosters awareness, heightens consideration and deepens loyalty. There are many ways to make marketing-driven dialogues more powerful, but two items stand out.

First, understand how your customers buy what you sell. In, “Mapping the Buyer’s Journey” we share insights from our recent survey of 500 business technology buyers to highlight how that journey varies based on industry, company size, buyer authority, and more. Be sure to check out our Webinar on these findings as well.

Second, make a positive first impression. The outbound call center is a vital part of this effort for many B2B marketing and sales organizations, and in “Assessing Your Outbound Contact Center” we offer tips for getting better performance from outbound calling programs and vendors.

We end with Industry News of Interest – a collection of news that’s impacting the world of B2B marketing.

As always, we appreciate your questions and comments. Send your feedback to
b-to-bSolutions@harte-Hanks.com or call (800) 470-3623.

In this Issue:

Mapping the Buyer’s Journey

Did you know that the average business looks at four or more technology solutions before making a purchase? Or that mobile and social marketing have more impact in large and small companies than in mid-size firms? In our recent survey of 500 business technology buyers, we explored the types of information decision makers consume to gain awareness about solutions, and then evaluate and purchase them. We looked at the perceived role of social media and online networks, the impact of message tone, and how each of these factors shifts depending on the buyer profile.

Assessing Your Outbound
Contact Center

Outbound B2B contact center work can take many forms. Some needs are purely tactical, such as contact discovery or securing attendees for an event. Other needs are more strategic; for example, integrating telemarketing into a product launch. Regardless of the type of program, what is of utmost importance to B2B marketers is the value that they and their customers derive from their contact centers.

Whether a B2B marketer is looking to engage with a new outbound contact center service provider, examining the value of an existing relationship or evaluating an internal operation, there are key questions to ask related to specific subject areas.