Before you start on your B2B marketing communications plan, there are some important things you should consider:

The purpose of your marketing communications – Any marcom effort has only two purposes: create a positive, larger-than-life image of your company, and create and facilitate sales opportunities.

Your budget – All factors must be taken into account. Obviously, a key new product introduction will require more money than an established product that “sells itself.”

Your strategic plan – Are there new products to be introduced? Problems to be solved? Images/perceptions to be altered? Interest/sales opportunities to be created? What do you expect to achieve through your marketing efforts?

Your tactical plan – Never forget that the desirability of the product itself is by far the greatest single factor in any marketing/selling effort.

The tactics

It’s just as important to execute the various components of your marcom program in proper sequence as it is to execute them well. For most companies, the order should be as follows:

1. Corporate identity – Logo, branding, letterhead, business cards, tagline, signage, etc. Follow through on all communications projects/materials.

2. Product photography/illustration – You need good photos or illustrations before you can do anything. This seemingly basic requirement is often overlooked.

3. Website – All of your leads/interested parties will go here, so make sure your website is ready for them! Your site must make it easy to locate products/info and download quickly and easily. You need good copywriting and professional navigation, but you don’t need fancy graphics – websites in the B2B world are for information, not showing off.

Your website exists to help sell your products. Above all, make sure the information is current.

4. Literature – Provide first-class brochures that your salespeople are proud to present. Your literature is a reflection of the professionalism, or lack thereof, of your company. You need as much to capture the mind share of your salespeople as you do the attention of your potential customers.

5. Follow-up system – Use telemarketing to follow up on leads. Your telemarketing must be capable of connecting with prospects and getting the information you need to close sales.

6. Ads – Journal advertising gets your company and products in front of a huge audience. It’s very cost effective in that sense. Advertising will not, typically, generate hot leads, but it will get people to your website.

Establish a campaign or “look” unique to your company. Carry this through on all ads for at least a year. This is key for any branding strategy. And remember this: You only get one shot, so you have to stop them! Make them want to take action, and help them get in touch with you.

Frequency is important, and so is impact. Take advantage of editorial calendars and map out your schedule accordingly.

7. Public relations/publicity – Once you have your list of editors (which you need to update faithfully), send out press releases on a regular basis. Provide photos. Establish relationships with the editors. You can use the press release’s cover letter to set up the initial pitch for technical articles.

Technical articles are one of the most important yet most under-appreciated activities you can perform. They can generate huge exposure and position your company as the expert in your field. Most editors will run them, especially (whether they want to admit it or not) if you’re running ads with them.

Press tours to introduce new products are a very wise investment if you can afford them.

8. Direct marketing – It’s expensive to mail a printed piece to a huge audience. That’s what the wide circulation of a trade publication is for. But direct marketing is very easy to manage. You can target your recipients, check the leads yourself, and follow up easily. Success is easy to quantify.

With any direct marketing effort, always make an offer. Without “something in it for me,” people will not respond. But don’t just give stuff away. Make them respond to receive the offer.

Creative execution is critical. It must stand out.

Newsletters offer another excellent way to communicate current information and generate exposure. They can be either printed/mailed or electronic. They should be sent on a regular basis to key customers/prospects, sales channels, even editors.

Opt-in email is a very cost-effective, contemporary method of direct marketing and should not be underestimated.

9. Trade shows – Pick the key trade shows in your industry and use a modest, well-organized booth. Get a hospitality suite, sponsor a press breakfast, host a seminar. Do something unique – focus on a key new product or product family.

Jon Garner is a creative director and copywriter with fifteen years of corporate marcom experience. Request a free copy of Jon's B2B marcom planning guide by sending an email to jon@garnerads.com or calling 1-949-646-0370.