Our Focus
The principles that govern the Educational Marketing System (EMS)™ can be applied to just about any type of business environment with some slight modification. Luftig Warren has excelled in the Business to Business (B2B) arena with special emphasis in the areas of Manufacturing and Professional Service Firms. (Read our Case Studies)
Below are the observations that we have encountered in implementing our system and believe that they will be helpful to you in identifying some of the unique challenges in your business.
We have also identified some possible solutions showing you the result of implementing these solutions. We show how EMS provides many of the answers needed in today’s sophisticated B2B environment.
The Challenge for Businesses
- Increased competition
- Shift of power from business to customer
- Market fragmentation
- Longer buying cycles
- Shorter product life cycles
- Easier access to information
- Intense global competition
The Challenge for Customers and Prospects
- Too much information – can’t tell what is true and what isn’t
- Platitude marketing – everyone says the same thing – how can you tell who has the real deal?
- So much competition – can’t tell who is the best choice
- Growing tension – too much information to process in order to make the right decision
The Solution
- Educate customers on the “need to know” information
- Support with data (evidence or proof)‚ not platitudes or hopes & dreams
- Research the competition so that you can set yourself apart from them
- Educational Marketing System does all of this
- Developed specifically for B2B marketing
The Result
- Predispose prospects to your solution
- Decision facilitation at their own pace – not forcing immediate decision (pressure’s off)
- Differentiated marketing
- Increase efficiency of sales
- Qualified leads
The modern business challenge
The world of B2B marketing has become much more sophisticated‚ leading to many new challenges. Increased domestic and global competition‚ market fragmentation‚ longer and more sophisticated buying cycles‚ and shorter product life cycles have shifted the balance of power from the business to the customer. As a result‚ businesses can no longer survive on outdated Marketing methods.
Similarly‚ B2B buyers have new challenges. With increased competition‚ marketing messages have become general and stale as companies struggle to differentiate from their competitors. The rise of the internet has given them access to global information‚ but the sheer volume of information makes it impossible to come to a conclusion and ultimately a decision. As a result‚ buying cycles are longer and more emphasis is placed on value chains to determine the right solution.
B2B = Back 2 Basics
While there are many challenges facing B2B marketers today‚ hope is not lost. The solution is to get Back to Basics. Modern B2B marketing needs to develop a deep and clear understanding of the customer‚ the competition‚ and the overall environment.
What drives decisions? What are the decision influencers? Where are purchasers looking for solutions? Businesses need to spend time educating interested prospects on the key information and decision-making factors required to make the best decision. They need to develop education channels to keep purchasers in the education process as they move through their extended buying cycle. Special focus needs to go to the strategic message as well as the tactics to deliver the message.
This presents one final challenge: If purchasers don’t have the time to make the right decision in the first place‚ how can businesses adequately tailor their marketing to their target audience?
Laying out your options
Businesses have a number of choices:
- Do nothing. Unfortunately‚ this is often the default choice for lack of time‚ resources‚ and information. As a result‚ nothing changes. As buyer sophistication increases‚ the status quo quickly becomes your sinking ship.
- Do it yourself. Most small businesses go this route in an attempt to control cost. While there are many programs out there designed to assist small businesses in marketing their business‚ the challenge is the sheer complexity of modern day buyers and the hundreds of thousands of solutions proposed to solve them. Despite a few savvy successes‚ most DIY approaches end in frustration with little to show for the time spent.
- Ask a friend or business associate to help. Another option is to ask a friend‚ family member‚ or business associate to help who is perceived as being somewhat marketing savvy. We know that most of the time‚ these types of situations create strain in the relationship and often end in frustration and failure.
- Hire an internal marketing person. For many small businesses (and even some mid-sized businesses)‚ this option can be cost prohibitive. For those that take this approach‚ an internal marketing person can be incredibly valuable‚ but finding the right person with the right experience can be a lengthy‚ time consuming‚ and often expensive venture.
- Hire a marketing firm. When all is said and done‚ it’s often best to do it right from the beginning. Look for a marketing consulting firm that specializes in B2B marketing. Many marketing consultants out there go after all areas of business‚ B2B and B2C alike‚ but B2B is too sophisticated for a general practitioner.
Enter the Educational Marketing System
Luftig Warren’s Educational Marketing System™ is unique and has a complete approach which addresses all of the marketing problems faced by today’s B2B companies. Great emphasis is placed on the research & analysis that lays the foundation for your marketing message and your strategic position within the marketplace
While most marketing and advertising firms focus on creative‚ catchy advertisements‚ our Educational Marketing System™ is specifically designed for the B2B buying cycle and complex decision–making process.
Benefits of an Educational Marketing System
- Designed for the sophisticated and unique B2B environment
- Includes customer research‚ competitive research‚ and industry research
- Develops strategic message (unique selling proposition)
- Includes innovation development
- Tactical marketing plan
- Standardizes the sales system at every point of contact
- Lead generation system
- Continuing education system for long-term prospects
- Tracks results
To learn more about an Educational Marketing System and where it fits into your business‚ get your FREE report‚ “15 Steps to Effective Marketing” or contact our offices for a free 45 minute consultation.
Recent Articles
2 Key Components To Increasing Your Sales (pdf)
Lead generation and sales systems
3 Biggest Problems With Marketing Today (pdf)
Things to avoid
4 Fast Ways To Grow Your Business (pdf)
That anyone can use!
How To Choose A Web Designer (pdf)
8 Critical characteristics to look for
How To Get Prospects To Call You (pdf)
Great tips
Join Our Email Newsletter!
Receive exclusive tips, guides, articles, how-to’s and more!