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Courtesy of the
Small Business Computer Consulting Blog
http://blog.sphomerun.com
IT Marketing Should You Target
B2C? Or B2B?
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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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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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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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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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Download this
Free Special Report Now at
ITMarketingIdeas.com
Recommended Reading:
Top 10 IT Marketing Strategies
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