Posts tagged "Channel Marketing"

Local search results are great for B2B if your physical location is in the middle of the city you serve—and your prospects actually use search terms that include the name of your city. But what if you serve a broader region (e.g., Northern California)? Or what if your office is in a smaller town and serves the B2B needs of a larger city nearby (e.g., located in Gary, Indiana, but primarily serving Chicago)? With either, chances are you’re not going to show up in local search results because the geographical search term your prospect enters won’t match the physical location of your business.

Many B2B companies are business service companies and professional service firms that largely operate on a regional basis. Also, many manufacturers and distributors serve a limited geographical region because transportation costs prohibit economically shipping their products to locations further away. For many of these regional B2B companies, the majority of their revenues come from part of a state or from a multi-state area. How do you capture geo-specific search when local search won’t work for you? (more…)

Although corporate brands are vitally important in driving B2B sales, B2B brands are often reliant on channel partners to sell products and services to end users. And while manufacturers and others offer traditional co-branding marketing tools, they often fail miserably at driving traffic to distributors, dealers, and other channel partners through B2B search marketing.

Channel partners often face the heat of companies whose lines they represent. Why aren’t you selling more of our stuff? What did you do with all the leads we gave you? What’s our return on the co-op dollars we gave you? What are you doing to market our products?

Channel partners, on the other hand, often complain about the lack of support. We need more co-op dollars. Why don’t you give us more leads? The leads you give us aren’t qualified. What are you doing to help promote us? (more…)