Resonance, Prediction Marketing and B2B ROI #IN
2010/10/24 Leave a comment
Applying ROI to Marketing is occassionally treacherous as it often creates a debate about what may be measured and what is ‘soft’ or ‘just a guess. In my experience I have found that ROI calculations are based on political choices related to formulaes and time whether the project is related to building a new factory, buying new bottling equipment, justifying a new computer hardware server or marketing.
Deep dig enough and it is all ‘soft’, precise as it may appear. Now lets get to Marketing ROI.
B2B ROI is different that B2C ROI because of the behaviours of the prospects or customers that buy products from businesses. Business people buy products to consume though most of their expenditures are embedded into their products or services for re-sale, hence the distinction B2B.
B2B buyers or the decision makers that decide what to buy and when act differently so our meausres of ROI must be different. Marketers must spend money differently on identifying customer or prospect behaviours and delivering messages to support the sales of products or services to B2B buyers.
Prediction Marketing, all the current rage, is not based on ‘past’ behaviour but rather our ability to predict future behaviour which simply means understanding where are our prospects or customes going rather thant where have they gone in the past.
We use a combination of Predictive Marketing and determine the ROI values important to our customers or prospects to determine where they are going so that we know how and where to deliver our value propositions.
Contact us to see how SpeedSynch Resonance Maps and Predictive Marketing can help you.