Wednesday, August 17, 2011

What's Special This Coming September?



If this September is anything like the last one, a lot of organizations are going to be ramping up their B2B marketing efforts. Last year, when the end of summer came around, the search volume for business-to-business marketing in the United States started to increase, reaching its apex near the end of September. In Canada, we observed similar results, as you can see in the charts.

The summer months, in comparison, are much more relaxed. Many people take their vacations and put off major B2B marketing projects until the fall. This means the competition is lower at that time. But when this September comes around, what are you going to do to stay ahead?

The Slowdown and Marketing Strategy

The economy has experienced another slowdown this summer. Is it time to halt your B2B marketing? Make no mistake, this time it will be most challenging for the companies that target federal clients. Private businesses have mostly recovered since the last economic crisis. A good indication of this is a recently released report by Gartner: Quarterly IT Spending Forecast July 2011 that claims that dispite of the economic climate worldwide, IT spending forecast has been revised up from 5.6% to 7.1% quarter over quarter. That means no cutting back on B2B marketing and instead adopting an aggressive marketing strategy to get ahead.

A report published a few years ago by BMO Financial Group investigated how Canadian businesses were affected by the global economic recession. It indicated that the most successful and least impacted organizations all had few things in common: they were always seeking to expand into new markets and unknown markets; they were refocusing their customer bases and getting rid of non-core business; and they were not afraid to forego the familiar and embrace the risks that can ultimately lead to further success.

Therefore, use these times to go on the offensive. Ramp up your B2B marketing, introduce new products, and spend a lot of effort making sure they’re in your customers’ minds. By taking a weaker economy head on, not only can you plow through the tough times, but you are ideally poised for rapid growth the moment there is an upswing.

This coming September, your competitors might be considering all of the above. Don’t fall behind, call Direct Objective to grow your customer base and expand into less familiar B2B marketing tactics or strategies.