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September 19, 2018
Why the Offer Needs to Make a Comeback in B2B Marketing
Liz Brohan
Liz Brohan

I’ve noticed a disturbing trend in B2B marketing communications and campaigns. They rarely feature an offer. And by offer I don’t mean the ubiquitous Learn More button. Or even worse, Register to Learn More. Those are everywhere.

WHAT DOES AN OFFER LOOK LIKE IN B2B MARKETING?

In short, the offer is what you are willing to give your prospect or customer in exchange for information or an expedited sale. When somebody thinks “what’s in it for me” an informational brochure or a PDF probably doesn’t even make their list.

The offer is the strongest piece in your marketing campaign. And probably the most important way to ensure your audience takes action after seeing your message.

HOW DO I CREATE A STRONG B2B OFFER?

A strong offer is one that provides your target audience with something of value, but doesn’t come at a great expense to your organization and fits within your marketing budget. What you offer will depend on your marketing objectives. The kind of offer you structure is also dependent on the product or service you are promoting.

For example, it’s critical for B2B marketers selling a high or premium priced product that also has a long sales cycle, to think about a financial offer. However, this doesn’t mean you should provide a straight discount.

WHAT ARE SOME OF THE MOST COMMON OFFERS IN B2B?

Offers for an initial lead generation campaign, one that must provide a compelling reason for a prospect to leave data, can be structured using a modest financial incentive as long as it has a higher perceived value. A few examples of offers include:

  • Free financing
  • Free trial
  • Money-back guarantee
  • Bundled products
  • Buy one, get the second one for less
  • Deferred payment

You may also want to consider offers that leverage partnerships or have a professional or personal appeal such as:

  • Business-building tips and tools
  • Marketing materials and assistance
  • Free accessory items
  • Loyalty points
  • Premium items

 

So with 2019 planning underway, now is the time to build an enticing offer into your marketing campaign. It will help move your customer acquisition efforts from consideration to conversion faster. Plus, it will ensure you hand over more qualified leads to the sales team.

And don’t use the excuse that your budgets don’t have room to include an offer. If your numbers are tight, include a test matrix that allows you to measure, track and optimize offer effectiveness.

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