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

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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.

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

  1. 1. SPHomeRun.com 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
  2. 2. Sponsored by ITMarketingIdeas.comSPHomeRun.com Many in the IT Channel Frequently Get Their Targeting Completely Wrong
  3. 3. Sponsored by ITMarketingIdeas.comSPHomeRun.com In this Article, We’ll Look at How IT Marketing and Customer Acquisition Costs
  4. 4. Sponsored by ITMarketingIdeas.comSPHomeRun.com Impact Your Decision on Where to Target
  5. 5. Sponsored by ITMarketingIdeas.comSPHomeRun.com How Important is Targeting?
  6. 6. Sponsored by ITMarketingIdeas.comSPHomeRun.comThere’s a GoodChance You Haven’tThought MuchAbout Targetingor Segmentation,
  7. 7. Sponsored by ITMarketingIdeas.comSPHomeRun.comand in Turn areTrying to Marketto “Everyone”
  8. 8. Sponsored by ITMarketingIdeas.comSPHomeRun.com But There’s an Inherent Problem That’s Much Bigger Than B2C vs. B2B
  9. 9. Sponsored by ITMarketingIdeas.comSPHomeRun.com When Targeting is an Afterthought:
  10. 10. Sponsored by ITMarketingIdeas.comSPHomeRun.com When You Fail to Come Up with Your Own Targeted IT Marketing Plan,
  11. 11. Sponsored by ITMarketingIdeas.comSPHomeRun.com A “Marketing Plan” Will be Assigned to You by the Marketplace
  12. 12. Sponsored by ITMarketingIdeas.comSPHomeRun.com ...the “Default” Configuration
  13. 13. Sponsored by ITMarketingIdeas.comSPHomeRun.com The “Default” IT Marketing Configuration (and Why It Sucks!)
  14. 14. Sponsored by ITMarketingIdeas.comSPHomeRun.comWhat in the IT WorldDo We KnowAbout “Default”ConfigurationsThat Happen
  15. 15. Sponsored by ITMarketingIdeas.comSPHomeRun.com When You Click “Next, Next, Next, Apply, OK”?
  16. 16. Sponsored by ITMarketingIdeas.comSPHomeRun.com There are Massive Performance and Security Problems
  17. 17. Sponsored by ITMarketingIdeas.comSPHomeRun.com That May Not Immediately Be Apparent
  18. 18. Sponsored by ITMarketingIdeas.comSPHomeRun.com Getting Back to Your “Default” Marketing Plan, What Does This Mean?
  19. 19. Sponsored by ITMarketingIdeas.comSPHomeRun.com Like They Say in Court, “If You Do Not Have an Attorney,
  20. 20. Sponsored by ITMarketingIdeas.comSPHomeRun.com One Will Be Assigned to You”
  21. 21. Sponsored by ITMarketingIdeas.comSPHomeRun.comFor IT Marketing,if You Do NotEmploy Targetingor Segmentation inYour Campaigns,
  22. 22. Sponsored by ITMarketingIdeas.comSPHomeRun.com You Will be “Assigned” Customers:
  23. 23. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Cheapskates
  24. 24. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Deadbeats
  25. 25. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Software pirates
  26. 26. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Wannabes
  27. 27. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Control freaks
  28. 28. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Time vampires
  29. 29. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Liars
  30. 30. Sponsored by ITMarketingIdeas.comSPHomeRun.com • Verbal Abusers
  31. 31. Sponsored by ITMarketingIdeas.comSPHomeRun.com And Just All Around Jerks (to Put to it “Nicely”)
  32. 32. Sponsored by ITMarketingIdeas.comSPHomeRun.comHow Do You End Upwith Such aBumper-Crop ofCustomers that NoOne Else Wants?
  33. 33. Sponsored by ITMarketingIdeas.comSPHomeRun.com Why Marketing to “Everyone” is Like Marketing to “No One”
  34. 34. Sponsored by ITMarketingIdeas.comSPHomeRun.com Unless Your Marketing Budget Rivals the Size of the Marketing Budget
  35. 35. Sponsored by ITMarketingIdeas.comSPHomeRun.com of Industry Leaders Like Dell, Intel, or Microsoft,
  36. 36. Sponsored by ITMarketingIdeas.comSPHomeRun.com You’re Barking Up the Wrong Tree
  37. 37. Sponsored by ITMarketingIdeas.comSPHomeRun.com If You Think Your Company Can Successfully Market to “Everyone”
  38. 38. Sponsored by ITMarketingIdeas.comSPHomeRun.comThe 3rd Grade Math that Makes Marketing to B2C Nearly Impossible to Do Profitably
  39. 39. Sponsored by ITMarketingIdeas.comSPHomeRun.com Marketing IT Services to Residential Users, or B2C Market,
  40. 40. Sponsored by ITMarketingIdeas.comSPHomeRun.com is Extraordinarily Difficult to do Profitably
  41. 41. Sponsored by ITMarketingIdeas.comSPHomeRun.com Why Even Relatively Tiny SMB Customers (B2B) Are Better Targets Than B2C Customers
  42. 42. Sponsored by ITMarketingIdeas.comSPHomeRun.com A B2B Buyer May Spend Upwards of $500 to $5,000+ Each and Every Month of the Year
  43. 43. Sponsored by ITMarketingIdeas.comSPHomeRun.com on Outsourced ITServices
  44. 44. Sponsored by ITMarketingIdeas.comSPHomeRun.com ...Pushing Their Lifetime Value into the 5, Even 6 Figure Range Over Years
  45. 45. Sponsored by ITMarketingIdeas.comSPHomeRun.com So the 3rd Grade Math is Simple:
  46. 46. Sponsored by ITMarketingIdeas.comSPHomeRun.com B2C: How Much Can You Afford to Invest in IT Marketing Campaigns
  47. 47. Sponsored by ITMarketingIdeas.comSPHomeRun.com To Attract Residential B2C Customers with an Average Lifetime Value of $300?
  48. 48. Sponsored by ITMarketingIdeas.comSPHomeRun.com If You Answered, a Lot Less Than $300, You’re on the Right Track
  49. 49. Sponsored by ITMarketingIdeas.comSPHomeRun.com B2B: How Much Can You Afford to Invest in IT Marketing
  50. 50. Sponsored by ITMarketingIdeas.comSPHomeRun.com to Acquire SMB Clients with an Average Lifetime Value
  51. 51. Sponsored by ITMarketingIdeas.comSPHomeRun.com in the Range of $20,000 to $100,000 or More?
  52. 52. Sponsored by ITMarketingIdeas.comSPHomeRun.com Now There’s a Potentially Profitable Client if You Know Where to Look...
  53. 53. Sponsored by ITMarketingIdeas.comSPHomeRun.com Hence the Critical Need for Targeted B2B Marketing
  54. 54. Sponsored by ITMarketingIdeas.comSPHomeRun.com The Bottom Line
  55. 55. Sponsored by ITMarketingIdeas.comSPHomeRun.comIn this Article,We Looked atIT MarketingDecision-Making
  56. 56. Sponsored by ITMarketingIdeas.comSPHomeRun.comand WhetherYour VAR, MSP,orConsultancyBusiness Should beTargeting the B2C
  57. 57. Sponsored by ITMarketingIdeas.comSPHomeRun.comor B2B Segment
  58. 58. Sponsored by ITMarketingIdeas.comSPHomeRun.com Now Granted, There are Some IT Channel Companies that do Figure Out a Way
  59. 59. Sponsored by ITMarketingIdeas.comSPHomeRun.com to Profitably Market to Residential Customers
  60. 60. Sponsored by ITMarketingIdeas.comSPHomeRun.comYou Can’t Affordto Spend $300 toAcquire a Customerthat will Spend$300 with You
  61. 61. Sponsored by ITMarketingIdeas.comSPHomeRun.com on the Entire Lifetime of that Relationship
  62. 62. Sponsored by ITMarketingIdeas.comSPHomeRun.comChange YourTargeting FromB2C to B2B,Where Even YourSmallest Customers
  63. 63. Sponsored by ITMarketingIdeas.comSPHomeRun.com May Have Annual IT Budgets in the $5,000 to $10,000 Range,
  64. 64. Sponsored by ITMarketingIdeas.comSPHomeRun.com and Now You’re Back in Business
  65. 65. Sponsored by ITMarketingIdeas.comSPHomeRun.com What’s Been Your Experience with IT Marketing?
  66. 66. Sponsored by ITMarketingIdeas.comSPHomeRun.comDoes Your CompanyTarget B2C or B2B?
  67. 67. Sponsored by ITMarketingIdeas.comSPHomeRun.com Please Share Your Tips in the Comments Section Below
  68. 68. SPHomeRun.comRecommended Reading:Top 10 IT Marketing Strategies Download this Free Special Report Now at ITMarketingIdeas.comCopyright © SP Home Run Inc. All worldwide rights reserved.SP Home Run is a registered trademark of SP Home Run Inc.Creative Commons Image Source: Flickr BUILDWindows

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