Many of the participants to this eBook revealed strategies which do just this, all with one thing in common - putting the individual buyer (or human) first. Whether this is by hosting or sponsoring entertaining events, offering a platform for learning, connecting with peers, story telling or appealing to environmental and sustainable sensitivities, companies are increasing investments in initiatives which appeal to the individuals behind the logos.
Whilst these Business to Human (B2H) marketing initiatives uncover sales opportunities with ‘in market’ buyers, they build a strong brand presence with the far larger pool of ‘out of market’ buyers who at some point if nurtured well, when ready to buy, will warm to the vendors who have given a positive and memorable impression and provided value throughout the buying life cycle.
Whilst demand activation is critical to harvest immediate opportunities for salespeople, CEOs should back marketing leaders who seek to build measurable marketing programmes which focus on long term brand building. Afterall, since brand marketing increases revenue over the longer term, if companies execute well and continue to invest, in time, sales will have more opportunities to develop and close.