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Watch-Outs for Opening Up a New B2B Vertical Market

Matt Matson
Matt Matson
Robert “Matt” Matson, Jr. is Vice President of Consulting at Hunter Business Gro
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Opening up a new B2B vertical market is difficult. Manufacturers tend to rely too heavily on their channels to push products and solutions into a new market without equipping them to be successful.  A few sales sheets, a promotion and some samples with a dash of training and we are off to the races!


But a more direct and thoughtful approach is opening a new vertical market via a pull through strategy.  Pull through marketing is nothing new but how well you execute it can make the difference between success and failure.

Here are a couple of watch-outs when executing this approach:
  • Your CRM system isn’t set up to track the sales process for end-customer sales if you only sell through the channel.  Poor infrastructure = lost opportunities
  • Don’t expect that your current personnel can handle the increased volume of leads and opportunities that get created in a pull through marketing approach.  Staff up!
  • Make sure rules of engagement for lead management in the channel are established and communicated before you roll out the program.  Litigation is NOT pleasant.

While these are some watch-outs, overall this is a great strategy to use!  It creates buzz in the market, you generate opportunities for your channel partners and it shows that you are committed to demand creation when most of your competitors would rather push that onto distribution.

One of our clients recently used Hunter to open up a new B2B vertical market using pull through marketing.  You can learn more about opening up new vertical markets in this case study.
 
Matt Matson is Vice President of Consulting at Hunter Business Group LLC. 
You can contact him via This e-mail address is being protected from spambots. You need JavaScript enabled to view it or by phone 414-203-8207.

About the author

Matt Matson

Robert “Matt” Matson, Jr. is Vice President of Consulting at Hunter Business Group.  Matt is responsible for key client relationships, business development and client program management.  Matt’s experience includes over 25 years in engineering, sales management, business development, consulting and strategic marketing both in domestic and global markets.

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