Classic B2B Mktg

B2B Print Marketing For The Real World

With all of the attention on digital marketing, the relevance of traditional print marketing can sometimes be overlooked. Yet elements like print ads, sales brochures and catalogs, trade show graphics and public relations should still have a place your company’s integrated marketing mix.

Obviously, your customers and prospects are all online, but they’re also out in the real world, forming opinions, interacting with other people and making business decisions. It's important to connect with them often and in as many places as possible to make a strong brand impression.

At Praxis, we have oodles of experience crafting solid B2B communications that will create value for your brand and differentiate you from your competition.

The Vertical Marketing Challenge: How Much Is Enough?

If your B2B company is like so many others Praxis represents, you have a broad product line with applications in a wide range of industries. You would love to be recognized as the industry expert in many of them, but you’re also realistic about how difficult it can be to devote the necessary time and manpower to any single vertical market in order to own the category. And since there are simply not enough resources to do an effective job everywhere, you have to be selective about what you can realistically accomplish.

Here are a few pointers (all of which we have experience in):

  • First, compare your product line and market experience with those of your competitors to identify where you can best differentiate your business. Zero in on one or two verticals, and create a budget specifically for them. At the same time, develop realistic objectives and expectations, so you can accurately assess your program's accomplishments.
  • Always start with fulfillment - that's what you're selling. Create materials that will convince a potential customer that you know what you're talking about - application notes, case studies, bulletins and presentations - and build web pages specifically for them. Be sure to include a strong call-to-action.
  • Next, think about lead generation and brand-building. Look at available media for each vertical and develop the message and creative. Maybe it's digital; maybe it's print; or maybe it's both. It all depends on your objectives and budget.
  • Finally, prepare a sales plan with presentation materials, and train your sales people on how to sell to the market you want to go after.
  • Last but not least, evaluate the program, adjust your tools, media and techniques, and move on to next vertical market.

Build Customer Preference With A Unique Brand Position

Branding is a vitally important aspect of any successful business. An effective brand strategy gives you a huge edge in competitive markets. But what exactly does "branding" mean?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is a combination of who you are, what you stand for, and who people perceive you to be.

In today's competitive economy, Praxis has the experience to help you define your brand and give your prospective customers a compelling reason to buy from you. We've been helping B2B companies attract and keep customers for over 30 years.

First we'll research your market and analyze your competitive environment. Next we'll examine existing internal and external perceptions of your company. Then we'll document and summarize the results in order to develop a unique brand positioning for your company.

The result will be a clear and focused marketing communications message that can then be rolled out into print advertising, public relations, sales materials and trade shows.

With a Praxis Branding Program, you'll get a creative strategy and message that will help your product or service be perceived as more valuable by customers and different from the competition. And every tactic we create will work together over time to consistently communicate that message. Through print ads, sales collateral, channel communications, web development and internet marketing, we'll orchestrate every customer contact to build awareness, prospect inquiries and customer loyalty.

Strategic Planning: Your Marketing Roadmap

Strategic planning plays a key role in marketing your business for long-term growth. Yet surprisingly few B2B companies actually plan their marketing strategy a year or more ahead.

Instead, many marketing directors focus on the near term and generating the most leads from each exposure, forgetting about the bottom-line benefits that long-term branding can deliver.

With the right marketing partner to guide you through the process, you can do both – create a steady stream of qualified sales leads now and establish the predictable growth and brand loyalty that comes with an ongoing strategic marketing program.

The key benefits of a Praxis Strategic Marketing Plan:

  • Planning your marketing efforts ahead allows you to meet your corporate objectives for the year and establish a budget.
  • Keeps your marketing efforts focused and proactive through an organized spreadsheet of activities.
  • Makes it easier to capitalize on new opportunities - for example, if you give magazine publishers a full-year commitment they’ll often sweeten the deal with "value-added" promotions.
  • Gives you a framework by which to look back and evaluate the success of your efforts – as one year ends, you can re-group, tweak your message and tactics, and plan for the upcoming year.



All things considered, a Praxis Strategic Marketing Plan is a smart investment and the benefits will last for years.

Classic B2B Mktg

Publicize For Peanuts With Cost-Effective Public Relations
PR is a great way for B2B marketers to communicate specialized, often detailed, messages to a variety of hard-to-reach-audiences without spending a fortune on media placement. It also helps you to establish credibility for your product or service through third-party influence, namely the media.

A Praxis Public Relations Program can help you create positive press in both print and on-line venues and enhance your marketing efforts in other areas via several key public relations tools including:

  • Media Relations
  • Press Releases & Articles
  • Newsletters
  • Special Events
  • Sponsorships
  • Employee Relations

In many cases public relations objectives can be achieved at very low cost when compared to other promotional efforts. Depending on the media outlet, a story mentioning a company may be picked up by a large number of additional media, thus spreading a single story to many locations.

For example, press releases published in on-line trade magazines show up on search engine results pages, often out-ranking results for commercial sites. In addition, activities such as case studies, news announcements, technical articles and press conferences can make you the perceived leader in your category.

At Praxis, we know that every client's goals are different. So whether you want to improve brand exposure, generate sales leads, promote a new product or service, or improve customer and employee relations, Praxis will develop a plan to achieve your objectives, using one of the most cost-efficient promotional tools in a marketing director's arsenal – public relations.

Classic B2B Mktg

Build Customer Preference With A Unique Brand Position

Branding is one of the most important aspects of any successful business. An effective brand strategy gives you a huge edge in competitive markets. But what exactly does "branding" mean?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is a combination of who you are, who you want to be and who people perceive you to be.

In today's competitive economy, Praxis has the experience to help you define your brand and give your prospective customers a compelling reason to buy from you. After all, we've been helping B2B companies attract and keep customers for over 30 years.

First we'll research your market and analyze your competitive environment. Next we'll examine existing internal and external perceptions of your company. Then we'll document and summarize the results for you to develop a unique brand positioning for your company as well as a clear and focused marketing communications strategy.

With a Praxis Branding Program, you'll get a creative strategy and message that will help your product or service be perceived as more valuable by customers and different from the competition. And every tactic we create will work together over time to consistently communicate that message. Through print ads, sales collateral, channel communications, web development and internet marketing, we'll orchestrate every customer contact to build awareness, prospect inquiries and customer loyalty.

Strategic Planning For Rational Campaign Management

Challenge:
Strategic planning is a proven marketing method that can help your business grow substantially over time. Nevertheless, few companies actually plan a year or more ahead. Many business managers look for financial performance by the quarter, rather than seeking to build equity over the long haul. Marketing directors want the greatest number of qualified leads from each exposure, rather than considering the total effect of their branding opportunity.

Today's quick turnaround and ambitious performance expectations have eclipsed the tried-and-true methods employed in the day when consumer marketing experts utilized the power of a strong brand. They used simple, yet memorable messages to enhance awareness and build brand preference over time. The same applies to the B2B world. Of course, planning can be time consuming and complicated, but the results are always worth the effort. With the right help to guide you through the process, you can be on your way to a more rational program, and to more predictable growth.

Solution:
Strategic planning presumes that you know what your business and marketing objectives are for at least a year ahead. It also requires that you understand your company's unique positioning in the marketplace, and that you will have the patience – and the budget – to map out a course of action and stick with it. If this doesn't describe your business model, then the only course of action left is to implement short-term tactics and adjust them as you go, with no roadmap to the destination. If planning ahead makes more sense, then the following steps should be built into every annual program:

First, start the planning process at least two or three months before the start of a new fiscal year. It will take you that long to identify your next year's objectives and to evaluate the effectiveness of the current year's activities. Get together with your business leaders and sales staff to find out what their goals are, and then define your communications objectives to support them. Make sure you know what message(s) you want to communicate specifically to which markets, then explore the media available to reach those audiences. If you're buying print and on-line media, you can usually get much better deals and “value-added” offers if you give the publishers a full-year commitment. Build a spreadsheet to schedule and track budgets for all activities, including interactive, direct marketing, channel support, and media. Build an additional spreadsheet to keep track of web traffic during the year. Set aside some contingency funding for those inevitable unanticipated activities you'll want to take advantage of throughout the period. When you're satisfied that you've accounted for everything, let ’er rip.

Getting it done:

  1. Perform a thorough situation analysis to evaluate current perceptions.
  2. Establish a unique positioning platform to capitalize on the company's strengths.
  3. Determine the company's long-term marketing communications objectives.
  4. Determine an annual budget to fund the program.
  5. Develop the correct creative strategy to deliver the message (branding).
  6. Implement the program using a 12-month spreadsheet of activities.
  7. Evaluate the program's effectiveness through analysis and adjust for the next annual period.

The Vertical Marketing Challenge: How Much Is Enough?

Challenge:
If your company is like so many others we've represented, you have a broad product line with applications in a wide range of industries and environments. You would love to be recognized as the industry expert in many of them, but you are also realistic about how difficult it is to devote as much time and manpower as necessary in any single vertical to own the category. There's just not enough time or money to do an effective job everywhere, so you have to choose carefully what you can realistically accomplish.

Solution:
Compare your product line and your intellectual assets (market experience) with those of your competitors and ask yourself where you can really do a good job in differentiation. Pick one or two verticals (of the many where you have opportunities), and create a budget specifically for them. At the same time, develop realistic objectives and expectations, so you can make a accurate assessment of your program’s accomplishments at the end of the period.

Always start with fulfillment – that's what you're selling. Find or create the material that's going to convince a potential customer that you know what you're talking about, and create web pages specifically for them. Host application notes, case studies, bulletins and presentations here. Make sure you've included a strong call-to-action. Good. Now move on to lead generation and brand-building. Look at available media for each vertical and develop the message and creative. Maybe it's digital; maybe it's print; maybe it's both. That depends on your objectives and budget. Finally, put together a sales plan with presentation materials, and train your sales people how to sell to this market.

Getting it done:

  1. Conduct a short internal survey among your product/application sales and marketing team to determine which verticals are worth pursuing.
  2. Define objectives, budget and media.
  3. Assemble the best minds in each vertical to provide input on your company's selling advantages, and start developing the fulfillment materials.
  4. Research available media and develop a potent creative message for each target.
  5. Develop compelling sales materials for your troops, such as PowerPoint presentations and leave-behinds.
  6. Train your sales staff how to find and pitch the prospects that represent the best opportunities for growth.
  7. Evaluate the program, adjust your tools, media and techniques, and continue.
  8. When you're satisfied that you've mastered each vertical, move on to another one. Develop a group representing each business line/audience segment you represent and have them evaluate each component of “their” web site.

Classic B2B Mktg

Maximizing Event Exposure, Working the Crowd
Trade shows and special events represent a significant opportunity to enhance brand and product visibility, promote new and existing products, meet your customers and press face-to-face, generate leads and drive sales. In addition, event participation enables you to learn about industry trends, gain competitor insights, make key industry contacts, and further solidify relationships with current customers.

Praxis can help you capitalize on your trade show or special event investment and drive more traffic to your booth in a variety of ways.

Before the event, we can heighten anticipation and awareness with pre-event incentives, mail promotions and e-mail blasts promising your prospects compelling reasons to stop by.

Once there, we can orchestrate and integrate the theme, graphics, and interactive presentations to get the most bang for your buck. We'll help you:

  • Implement powerful, memorable marketing initiatives before, during, and after the event.
  • Plan the best type of exhibit booth, graphics and in-booth activities to meet your promotional needs and budgetary requirements.
  • Select branded promotional products and giveaways that complement your company image.
  • Organize extracurricular activities around the event to create opportunities for more of a relaxed, social atmosphere to engage with your customers, prospects and press.

If you'd like this type of professional expertise to help your company close more sales, Praxis can get it done creatively and affordably.

Classic B2B Mktg

Impress, Sell, Communicate With Well-Executed Collateral
With deadlines to meet, sales quotas to beat, and customers to please, not to mention scores of on-line resources at the their fingertips, do business people have the time or inclination to read sales literature? They do if it's informative, well-organized and to-the-point. And that's exactly what you'll get when you hire Praxis to create valuable and convenient selling tools that your sales force can utilize in face-to-face customer presentations and as leave behinds:

  • Corporate Brochures – Brand your company, showcase what's unique about your products and services.
  • Catalogs – A good way to present your products in one document as a printed leave-behind or posted on your website as a PDF.
  • Selection/Specification Guides – A convenient and consistent format to display multiple product features and benefits.
  • Sales Presentations – Make your sales force more effective with a professional online sales presentation for easy laptop access.

In addition, printed materials can help bolster the content of your web site when you include them as downloadable PDFs. Some of these materials, if they're in-depth enough, can even be hosted in password-protected areas to encourage visitor registration.

When you work with Praxis, we'll help you to leverage every exposure from all types of company literature to interactive presentations that can help your staff improve their effectiveness.

If you'd like this type of professional expertise to help your company close more sales, Praxis can get it done creatively and affordably.