Two B2B Healthcare Resonance Marketing Rules #IN
2010/10/24 Leave a comment
Resonance and Prediction Marketing
The concept of resonance is simple, if your B2B buyers and the way you promote your products are not ‘in tune’ or don’t resonate, they you have a problem. In our experience resonance to customers and channel partners in B2B markets is a very reliable measure of opportunity and success. Indeed the popular topic of prediction marketing can be summarized neatly with a simple question– ‘Is your marketing ‘in tune’ with or does it ‘resonate’ with your prospects and customers?
Two B2B Resonance Marketing Rules
Identify how many decision makers influence the purchase of your product in a B2B environment.
Deliver marketing messages or product value content across different media channels to fit decision maker behaviours
To see why and how this may be done go to; http://speedsynch.posterous.com/new-transmedia-marketing-rules
B2B Healthcare Website Example
http://www.cardiacscience.com/ is an interesting site and in many ways typical of how healthcare product providers deliver company, product and marketing information. The SpeedSynch Resonance Map below illustrates how the content on the site may be seen by people and search engine spiders.
People typically go through this and other sites and look at the relationships of the site content from the perspective of their needs and Search Engine spiders go through web sites to index content so that the site may be offered to searchers or people that type in words into search engine boxes that describe the questions on their mind or the answers that they seek.
See the ‘impression’ that may be offered to people and search engine spiders is shown by a SpeedSynch Resonance Map here;
If you have experience in the healthcare market you may notice that it is awkward to find the words to describe what you need from the perspective of how a B2B Healthcare buyer.
For those people that don’t know B2B or Healthcare, look at the two product specific SpeedSynch Resonance Maps below and you will see that both are simpler and the word relationships (lines connection words) are cleaner and the document relationshiops (squares connected to squares or words) are also simpler and easier to see.
Here are two other product or service examples which contrast from the entire site SpeedSynch Resonance Map above.
Quik-Prep SpeedSynch Resonance Map
Quinton and Burdick SpeedSynch Resonance Map
Resonance is Perspective
It is fairly easly to see that the two SpeedSynch Resonance maps above are simpler and easier to navigate that the SpeedSynch Resonance map of the Cardia Science website. This doesn’t mean that the site is ‘bad’ but rather that if you were a decision maker focused on a specific product or service then the website may not help you get to the information you need or at least you might have a hard time finding what you need.
The Quik Prep and Quinton Resonance maps are more focused and one of the reasons to justify the creation of ‘micro sites’ or smaller product sites with simpler navigation. This is a little more complicated than have a single product page in a website as both people and Search Engine spiders are confused by the navigation options and links to other content. Keeping a product site focused on a single perspective yields very good resluts and it is the perspective of the B2B decision maker as opposed to the product features that are important to focus upon.
Off Web Site Marketing
Delivering content via advertising across media channels, places or spaces frequented by target B2B prospects or customers is another important art and typically marketers spread their budgets and efforts evenly across media channels rather than by focusing on B2B decision maker behaviours and the media channels and proportions that they prefer.
Contact us if we can help you understand the Resonance of your webistes, blogs, Twitter feeds and how to make them Resonate to your B2B buyers.