I’m sure you all use various methods to send messages to the market in order to get your company’s products and services recognized.
However, even if you create content, post it on the web, and issue a news release, is that information really useful?
a message that doesn’t get across
The information you send out is of no use if it does not reach the intended audience.
It’s the same as the exchanges that often occur at work, such as “I sent you an email!”, “You haven’t read it yet!”, and “Why haven’t you read it!”?
The person who sent the email thought they were contacting them properly, so they were in trouble.
You are not alone: “The person you deliver to”
In the B2B world, purchasing products and services at one’s own discretion is extremely rare.
Usually, introducing a new product requires a process of getting people from various positions to understand its value and approve its purchase.
Furthermore, in Japan, product selection is often done from the bottom up, so it is not possible to simply provide information to those making purchasing decisions and thereby lead to adoption.
In other words, the motivation to choose a product or service comes from a variety of positions, including those who actually use it, those who manage those people, those who are involved in the implementation work, and those who pursue its benefits from a management perspective.
If you use all possible means to convey all the appeal of your company’s products and services to such a variety of people, your message may someday reach the people you want to convey it to.
But most of the time, there are limited resources to tackle marketing efforts.
The basic idea is to convey the message you want to convey to the person you want to convey it to.
In marketing activities, the “basic of basics” is to clarify “to whom,” “what kind of message,” and “how to deliver it.”
Even if the product or service you want people to purchase is the same, the benefits you perceive will differ depending on your perspective.
Therefore, it is necessary to create the message you want to convey from the perspective of the person you want to reach, and to send the information in a way that will reach that target.
However, in the B2B world, are such marketing activities properly considered?
Some of you may be wondering, “Why now?” However, once again, the transmitted information cannot exist as information unless it is received by the person to whom it is intended.
Furthermore, even if the information reaches the other person’s ears, unless it is interesting and meaningful to that person, it will not be recognized as “useful information.”
summary
People often tend to think that “information that is valuable to me will be useful to everyone.”
It is important to go back to the basics and design marketing activities, considering what kind of information you want to send to whom.
profile
ProFuture Co., Ltd. Marketing Solution Department Fellow Takayuki Matano
Joined Oracle Japan in October 2000. Since then, I have worked at the Marketing Headquarters for about 18 years.
In addition to being in charge of campaign marketing for products and services,
We have also promoted large-scale events and corporate events.
Currently working at TIS Corporation, he also serves as a fellow at ProFuture Corporation.
Launching a shared service program and in-house integrated marketing infrastructure;
Alliance marketing with partner companies, etc.
He is good at creating marketing “systems”.
If you have any planning or consultation questions, please contact ProFuture sales.