January 01, 2005
Blog Entry

Wisdom - B-to-B Marketing 61

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SUMMARY: No summary available
2004 was a year of going back to the basics of marketing — connecting people who have needs or pain with our solutions. This ‘conversation’ can happen in many mediums and unfold with myriad marketing strategies, but by far the simplest (and I think one of the most effective) solutions is to engage your market with a live event. In 2004 we created and promoted a ‘Thought Leadership’ seminar series where clients and prospects were invited to hear industry experts share best practices and solutions. With between 80 and 100 attendees per event this strategy helped us create a deep market ‘intimacy’. Top level benefits: 1. Positioned us as ‘thought leaders’ in the market. 2. Because they were free we received media coverage for our events, our subject matter (and our companies!). 3. Solidified client relationships. 4. Demonstrated value (without selling anything) to our invited prospects. 5. Gave our sales teams a valid reason to loop back and ‘touch’ their sales funnels with an invitation to attend.

Kimball Norup, The Nelson Family of Companies, http://www.nelsonhr.com

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