Advice for a B2B intern?

by kauik 7 replies
Hopefully I'm posting this in the right place, I'm new to this forum but it seems like the best place to ask this.

I'm a college student and I recently started a paid internship with a small B2B company that distributes software to a very niche market. There is no marketing department so I'm being given free reign to come up with strategies to grow the business, but I'm having difficulty due to the nature of the product and the customers. The software is very expensive and highly specialized, so I'm not sure how effective basic online marketing channels like social media would be. I was hoping someone would be able to offer some advice on where to begin with making a marketing plan that I will be able to implement myself. I have pretty broad knowledge of the marketing field, but no real-world experience so I feel a little overwhelmed. Thank you in advance!
#main internet marketing discussion forum #advice #b2b #intern
Avatar of Unregistered
  • Profile picture of the author Jack Gordon
    You say it is a very niche market - I assume it is definable (i.e. do you know who your potential customers are?)

    Without any more detail to work with than you have given, I would start thinking about a direct mail campaign. Get a list of your top prospects and write a letter that pushes the benefits of your product.

    You'll want to have some sort of online demo or a demo version of the product you can share with them. You'll also want to make sure the mail is lumpy, so it gets opened. The lumpier the better.

    If this is a niche that physically congregates (annual conference?) then that delivers a good marketing opportunity as well.
    {{ DiscussionBoard.errors[10484475].message }}
    • Profile picture of the author kauik
      Yes, the market is definable, although the potential customer base is fairly small. For the most part, clients reach out to us when they find that they need this type of software for a project. We do market at conferences at trade shows, but I will definitely look into the direct mail campaign. Thank you for the response!
      {{ DiscussionBoard.errors[10484484].message }}
      • Profile picture of the author RealNinja
        ok so if you can do paid ads, then I would highly recommend facebook ads for this. You can get laser targeted there.

        Also, as mentioned direct mail. You could go to a site like NextMark.com or InfoUSA.com and see if you can get a mailing list for the people you want to go after. You can send them a letter or postcard. it works!

        and you can also try finding out what blogs and websites your ideal prospect goes to.. and maybe try guest blogging there? you can submit some great content to them that they can post for free.. in exchange for a link back to your site?

        -jess
        {{ DiscussionBoard.errors[10484494].message }}
    • Profile picture of the author chyan007
      Banned
      Originally Posted by Jack Gordon View Post

      You say it is a very niche market - I assume it is definable (i.e. do you know who your potential customers are?)

      Without any more detail to work with than you have given, I would start thinking about a direct mail campaign. Get a list of your top prospects and write a letter that pushes the benefits of your product.

      You'll want to have some sort of online demo or a demo version of the product you can share with them. You'll also want to make sure the mail is lumpy, so it gets opened. The lumpier the better.

      If this is a niche that physically congregates (annual conference?) then that delivers a good marketing opportunity as well.
      Hey Jack how are you Brother ,

      Just seeing the heading about B2B i was about to write the best guy to answer about B2B is jack ,but then saw your post have a fab day ,Take Care
      Hoping to talk to you soon

      Chyanit
      {{ DiscussionBoard.errors[10485640].message }}
  • Profile picture of the author Randall Magwood
    Originally Posted by kauik View Post

    ....but I'm having difficulty due to the nature of the product and the customers.
    First learn why the software was developed. If there is an IT support team in the business, consult with them for more info about the software, and what it does - and also its features.

    Then express that into a single sentence that even the most obvious dummy can understand. Once you can do that, your target market will become clear to you.
    Signature
    {{ DiscussionBoard.errors[10484558].message }}
    • Profile picture of the author kauik
      Thank you all, this is really helpful! There's a lot that I would have to learn, but at least I have some ideas now.
      {{ DiscussionBoard.errors[10485618].message }}
  • Profile picture of the author Marvin Lex
    It seems that the software is something that has to be seen/experienced because it works so well on trade shows. If that is true then a YouTube channel with videos about the software might be a good idea. First scene: problem xy, second scene: the software easily solves that problem. Something like that.
    {{ DiscussionBoard.errors[10485980].message }}
Avatar of Unregistered

Trending Topics