IT Marketing – Should You Target B2C? Or B2B? (Slides)

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                 IT Marketing
  Should You Target
   B2C? Or B2B?
  Courtesy of the
  Small Business Computer Consulting Blog
  http://blog.sphomerun.com
  Creative Commons Image Source: Flickr BUILDWindows
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  Many in the
  IT Channel
  Frequently Get
  Their Targeting
  Completely Wrong
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 In this Article,
 We’ll Look at
 How IT Marketing
 and Customer
 Acquisition Costs
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  Impact Your
  Decision on
  Where to Target
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      How Important is
        Targeting?
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There’s a Good
Chance You Haven’t
Thought Much
About Targeting
or Segmentation,
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and in Turn are
Trying to Market
to “Everyone”
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 But There’s an
 Inherent Problem
 That’s Much
 Bigger Than
 B2C vs. B2B
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 When Targeting
 is an Afterthought:
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 When You Fail to
 Come Up with
 Your Own Targeted
 IT Marketing Plan,
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 A “Marketing Plan”
 Will be Assigned
 to You by the
 Marketplace
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  ...the “Default”
  Configuration
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    The “Default”
    IT Marketing
    Configuration
 (and Why It Sucks!)
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What in the IT World
Do We Know
About “Default”
Configurations
That Happen
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 When You Click
 “Next, Next, Next,
 Apply, OK”?
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 There are Massive
 Performance and
 Security Problems
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   That May Not
   Immediately
   Be Apparent
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  Getting Back to
  Your “Default”
  Marketing Plan,
  What Does This
  Mean?
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  Like They Say
  in Court,
  “If You Do Not
  Have an Attorney,
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   One Will Be
   Assigned to You”
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For IT Marketing,
if You Do Not
Employ Targeting
or Segmentation in
Your Campaigns,
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 You Will be
 “Assigned”
 Customers:
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 • Cheapskates
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 • Deadbeats
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 • Software pirates
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 • Wannabes
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 • Control freaks
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 • Time vampires
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 • Liars
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 • Verbal Abusers
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 And Just
 All Around Jerks
 (to Put to it
 “Nicely”)
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How Do You End Up
with Such a
Bumper-Crop of
Customers that No
One Else Wants?
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      Why Marketing
       to “Everyone”
     is Like Marketing
        to “No One”
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 Unless Your
 Marketing Budget
 Rivals the Size
 of the Marketing
 Budget
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 of Industry
 Leaders Like Dell,
 Intel, or Microsoft,
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 You’re Barking Up
 the Wrong Tree
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 If You Think Your
 Company Can
 Successfully
 Market to
 “Everyone”
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The 3rd Grade Math
     that Makes
 Marketing to B2C
 Nearly Impossible
  to Do Profitably
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 Marketing
 IT Services to
 Residential Users,
 or B2C Market,
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 is Extraordinarily
 Difficult to do
 Profitably
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 Why Even Relatively
 Tiny SMB Customers
    (B2B) Are Better
   Targets Than B2C
      Customers
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 A B2B Buyer May
 Spend Upwards of
 $500 to $5,000+
 Each and Every
 Month of the Year
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 on Outsourced
 ITServices
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 ...Pushing Their
 Lifetime Value
 into the 5, Even
 6 Figure Range
 Over Years
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 So the 3rd Grade
 Math is Simple:
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 B2C: How Much
 Can You Afford
 to Invest in
 IT Marketing
 Campaigns
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 To Attract
 Residential B2C
 Customers with an
 Average Lifetime
 Value of $300?
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 If You Answered,
 a Lot Less Than
 $300, You’re on the
 Right Track
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 B2B: How Much
 Can You Afford
 to Invest in
 IT Marketing
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  to Acquire SMB
  Clients with an
  Average Lifetime
  Value
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 in the Range of
 $20,000 to
 $100,000 or More?
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 Now There’s a
 Potentially
 Profitable Client
 if You Know
 Where to Look...
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 Hence the Critical
 Need for Targeted
 B2B Marketing
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      The Bottom Line
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In this Article,
We Looked at
IT Marketing
Decision-Making
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and Whether
Your VAR, MSP,
orConsultancy
Business Should be
Targeting the B2C
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or B2B Segment
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 Now Granted,
 There are Some
 IT Channel
 Companies that do
 Figure Out a Way
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 to Profitably
 Market to
 Residential
 Customers
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You Can’t Afford
to Spend $300 to
Acquire a Customer
that will Spend
$300 with You
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 on the Entire
 Lifetime of that
 Relationship
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Change Your
Targeting From
B2C to B2B,
Where Even Your
Smallest Customers
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  May Have Annual
  IT Budgets in the
  $5,000 to $10,000
  Range,
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 and Now You’re
 Back in Business
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 What’s Been Your
 Experience with
 IT Marketing?
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Does Your Company
Target B2C or B2B?
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 Please Share
 Your Tips in the
 Comments Section
 Below
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Recommended Reading:
Top 10 IT Marketing Strategies

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Creative Commons Image Source: Flickr BUILDWindows

				
DOCUMENT INFO
Description: http://ITMarketingIdeas.com SUMMARY SLIDES: Many small VARs, MPS’s, and consultancies struggle with IT marketing and targeting. Learn why the distinction between B2B and B2B is so critical. Copyright (C) SP Home Run Inc. SP Home Run is a registered trademark of SP Home Run Inc. All worldwide rights reserved.
About SP Home Run Inc. helps small business IT service providers get more high-paying, steady B2B clients by providing a suite of proven tools and resources that are available exclusively to SP Home Run Inc. members. The company's tools and resources cover six main areas: - IT Marketing and Targeted Lead Generation Tools - Selling IT Services and Lead Nurturing Tools - IT Service Contracts Tools - Managed Computer Consulting Tools - IT Channel and Small Business Technology Tools - Tools for Starting a Computer Business The company's SP Home Run trademark is a play on words, where scoring or batting a "home run" equates to earning business from a great, steady, high-paying B2B client, similar to a home run (HR) in baseball. Learn how to get clients, build recurring revenue, and grow your business Visit the URL below and sign up now for your free subscription to the SP Home Run Weekly Update Newsletter. You'll be glad you did.