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Published on Wednesday 17th of August 2011

What's Special This Coming September?

If this September is anything like the last one, a lot of organizations are going to be ramping up their B2B marketing efforts. Last year, when the end of summer came around, the search volume for business-to-business marketing in the United States started to increase, reaching its apex near the end of September. In Canada, we observed similar results, as you can see in the charts.

US volume of internet searches for the keyword B2B MarketingCanadian volume of internet searches for the keyword Marketing

The summer months, in comparison, are much more relaxed. Many people take their vacations and put off major B2B marketing projects until the fall. This means the competition is lower at that time. But when this September comes around, what are you going to do to stay ahead?

The Slowdown and Marketing Strategy

The economy has experienced another slowdown this summer. Is it time to halt your B2B marketing? Make no mistake, this time it will be most challenging for the companies that target federal clients. Private businesses have mostly recovered since the last economic crisis. A good indication of this is a recently released report by Gartner: Quarterly IT Spending Forecast July 2011 that claims that dispite of the economic climate worldwide, IT spending forecast has been revised up from 5.6% to 7.1% quarter over quarter. That means no cutting back on B2B marketing and instead adopting an aggressive marketing strategy to get ahead.

A report published a few years ago by BMO Financial Group investigated how Canadian businesses were affected by the global economic recession. It indicated that the most successful and least impacted organizations all had few things in common: they were always seeking to expand into new markets and unknown markets; they were refocusing their customer bases and getting rid of non-core business; and they were not afraid to forego the familiar and embrace the risks that can ultimately lead to further success.

Therefore, use these times to go on the offensive. Ramp up your B2B marketing, introduce new products, and spend a lot of effort making sure they’re in your customers’ minds. By taking a weaker economy head on, not only can you plow through the tough times, but you are ideally poised for rapid growth the moment there is an upswing.

This coming September, your competitors might be considering all of the above. Don’t fall behind, call Direct Objective to grow your customer base and expand into less familiar B2B marketing tactics or strategies.


B2B Marketing    Market Slowdown    Marketing Action Plan    B2B Marketing Strategies    

Published on Monday 9th of August 2010

Profit from the Summer Lull: Reassess Your Marketing Action Plan

Most businesses tend to slow down in the summer months. While everyone is on vacation, now is a key opportunity to generate or reassess your marketing action plan. Create an advantage by examining whether your existing marketing action plan will deliver the requested sales you need in the fall. Will you reach your goals?

Here are a few questions to ask yourself as you re-assess your marketing action plan:

  1. Are you targeting the right market? Are there new niche markets you could, or should, be addressing?
  2. Have events in the past year impacted your business model? What new trends or changes in the marketplace may impact the effectiveness of your current marketing action plan?
  3. Has your website effectively generated leads? Are prospects able to find you on search engines? If you have invested in search engine optimization, have you targeted the right keywords that drive a high level of relevant traffic?
  4. Do you have any new avenues for bringing in clients? Have your past marketing lead generation activities been successful? Measuring the results of your marketing campaigns is crucial, and an important benchmark for assessing the effectiveness of your marketing action plan.
  5. Have you invested in social media marketing? Do you know what strategy you should employ and what tools to use?

These are just a few of the questions you should be asking yourself as you begin to re-examine your marketing action plan. Remember: your marketing plan is the foundation of all of your campaigns, so it pays to use the summer to prepare for the fall—especially if you want to get ahead of the competition.

In September, people come back to work refreshed and ready to roll. With better strategic marketing planning, you’ll ensure your business comes out stronger than ever! If you want advice, consult with us to make sure you have the most effective marketing action plan for your business.


Market Slowdown    Marketing Action Plan    B2B Marketing Strategies