Online B2B Marketing Tactics for 2010

I was catching up on some reading this past weekend and ended up reviewing a recent post for globalspec.com’s The Marketing Maven’s Blog. The topic was “ Three Tactics That Belong in Your Marketing Mix in 2010.”

The tactics recommended were all geared toward helping manufacturers, service providers and suppliers to connect with their industrial audience where that audience is looking for products and services – online. They included:

1. Web site landing pages. Web site landing pages are specifically designed to convert visitors into qualified leads. According to the blog, the best way to use landing pages is to develop online marketing campaigns with an offer in mind – such as a white paper, invitation to a Webinar, product trial, or other valuable content. The offer leads prospects to landing pages where you can gather contact information when they register for your offer.
2. E-newsletter advertisements. E-newsletters help you to reach targeted audiences, directing interested prospects to landing pages on your Web site. For the industrial marketer, successful e-newsletter advertising depends on finding the right e-newsletter – one that is targeted precisely to the audience you want to reach so you communicate to the right people and use your marketing dollars wisely. The advantage of third-party e-newsletters is that the publisher handles the  production, distribution and list management. You only need to provide the content!
3. Online events. Online events or virtual trade shows are cost-effective and highly measurable alternatives to more traditional trade shows and conferences. From the convenience of their own computers and offices, members of your audience can view your virtual event. This eliminates the significant costs associated with a location-based trade show while still enabling you to connect with your targeted market across the globe. Your virtual event can include presentations, chat, video and other interactivity.

The results from all these online tactics will be reaching your target audience and generating sales leads. Each tactic will also provide you with a measurable return on your marketing investment for 2010.