Does Technology Work For B2B Marketing?

Does Technology Work For B2B Marketing?
November 18, 2015 John McCallum

Ornate key

There’s a lot being said about the potential of digital or online marketing e.g. now-recognisable social media (including Facebook, Twitter) and some strange new thing called ‘content marketing’. But if that sort of thing is ok for those crazy global retail brands with bundles of cash to throw about, how does it possibly fit in for local B2B marketing in the agrifood sector?

It’s probably a good idea to go back to first principles on this: you have a business (a good business no doubt) and you make stuff to sell to your trade customers. So far so good…

So, like nearly all local businesses everywhere and in any sector, success looks a lot like making a good thing and selling as much of it as you possibly can. The problem is though that there can often be a gap between this (undoubtedly) great thing that you make and the stuff that your customers actually want to buy!

Sometimes it can be a bit like having the most ornate, beautiful and valuable jewel-encrusted key – but for completely the wrong lock!

Usually when that happens – or if you have the right product for your customer and, unfortunately, so does your competition – your only weapon, your only card to play, is to resort to price discounting. But of course that’s a slippery slope to nowhere and not the best place to be when everything’s already cut back to the bone. (No pun intended, meat producers…)

There’s got to be a better way, hasn’t there…?

Well the good news is that, yes, there is a better way. A much better way!

You see, while everybody else is out there trying to ‘sell’ whatever they’ve already made or are talking nonsense about ‘likes’ and ‘shares’ on a Facebook page that none of their trade customers are ever going to see, you can instead be using digital media to find out what your customers actually want from you before you set about getting it for them!

Digital media needn’t cost what traditional advertising might have once cost, but neither does it do the same job and it absolutely WILL cost you in time and effort. But with a properly-focused digital technologies-based ‘relationship marketing’ strategy you’ll quickly be able to develop new connections with your best new customers and build a better mutual understanding of what each of you wants from any deal.

Through appropriate online channels like your website and ‘business’ social media like LinkedIn you’ll be able to reach out, tell stories, develop credibility, build new connections and, more than anything, develop an understanding about what the customers want from you and how best to go about getting it for them. Get your marketing strategy right from the outset, and you’ll never have to sell another thing in your life…

If you would like to know a little more on how Root ‘n’ Toot can help your business in this exciting new area of digital relationship marketing and business development, give us a ring on 0141 332 2302 and we’d be delighted to come and talk to you.

This article was written by Russell Moore

About the author

After a misspent youth trying (and coming very close) to become a rock star Russell stumbled into the marketing profession and discovered his work ethic, natural creativity and insatiable interest in new technology made it the perfect industry for him. Based in Belfast, Russell has worked with some of the best known brands in the Ireland and the UK and is regularly asked to speak on the opportunities that emerging technologies and digital in particular present. 


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