Mascola B2B Marketing Blog, B2B Advertising Agency
All posts by MGB2B

B2B Monday Myth: Old-School B2B Marketing is Dead

by MGB2B

The Myth: Old-School B2B Marketing Is Dead.

The Truth: A Perfect Mix of Old and New Marketing Tactics Makes for the Most Effective Marketing Strategy.

Cold calls, trade shows, print media, and traditional sales methods – do they still work in this day and age? Many would have you think they don’t, and that is true in part. But much of what used to work still works today — just in different ways. So don’t swap out the old wholesale for shiny, new marketing approaches; just figure out the mix that works best for your business.

In order to achieve maximum results, your strategy must bridge the gap between both schools of thought.

Consider these points when creating that perfect mix of traditional B2B marketing strategies and new ways to promote your brand.

1. Trade Publications Offer More Than Just Print Ads. You might think that putting your ad in a trade publication is a waste of time since the future of print magazines is not looking great. But B2B publications are more important than ever, and if you develop a good relationship with your rep, it could mean editorial preference, digital opportunities and access to leads you wouldn’t otherwise have, and enhanced trade show experiences (see #3).
2. White Papers Are No Longer White Nor Paper. But they are certainly still effective in the B2B realm. White papers still serve the same purpose as they did back in the day and contain the same valuable information as before. Only now, you can make them a whole lot nicer looking and easier to navigate. Of course, your content still needs to be fresh, relevant, and engaging. Today, you have more ways to get your white paper seen – whether it’s distributed to your email list, offered in a Facebook ad, or geo-targeted at attendees of a trade show, which brings us to…
3. Playing the Trade Show Game. Trade Shows are a lot different than they used to be. It’s not just about setting up a booth and putting out a print ad in the event program to tell people to come for a visit. Social media can be used to engage with visitors before, during, and after the show. Try using a contest to drive people online and capture new, engaged leads. Or advertise a white paper on mobile phones within a certain radius of the hotel or convention center. There are lots of possibilities – here are a few to get you started.
4. The Evolution of Cold Calling. Cold calling in its traditional sense is fairly controversial in the marketing world. Some think it’s dead. Others think it is still effective in the hands of the right salesperson. A few even think it is borderline unethical. But the truth probably lies somewhere in the middle. The call has, in most cases, become an email. And the best part is that it’s not cold at all anymore; it’s warmed up a bit. Using content marketing, you can build a database of warm leads who have actually expressed some interest in what you have to offer. Maybe they’ve signed up for a webinar your hosting or downloaded one of your white papers. The key is to nurture these newly cultivated relationships so that they convert to sales.

Old School B2B is not dead. It’s just changed a bit. Get the right mix for your brand, and watch the leads come rolling in.