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?
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
Download this
Free Special Report Now at
ITMarketingIdeas.com
Copyright © 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