Attract, engage, delight
Finding The Hidden Gems
Search engines, trade media, associations, and social media platforms are effective lead generation and branding tools. Placing ads on them makes sense. But we believe that advertising needs to be considered within the overall marketing strategy and firmly grounded in your sales goals. Given the exploding number of industry websites and newsletters adding to the heap of traditional print publications, you need to consider your options carefully and make decisions based on hard facts, not sales pitches.
TECH B2B uses a comprehensive matrix when evaluating media for advertising. What is a media outlet’s circulation, demographics, and turnover? Is its circulation independently audited? Is it a lead generator or a vehicle for visibility and branding, and how does that align with your sales plan?
We Make You Look Good
When it comes to designing the ads and other creative materials, TECH B2B can upgrade your look to a more professional/OEM level. We help differentiate your value and messaging with custom illustrations, photos, and original computer-generated graphics to appeal to end-user markets as well as competing dealers.
Have a small ad budget but want to generate more qualified leads? TECH B2B can identify the top half-dozen publications in your key market segments and buy interactive digital advertisements (eblasts, video hosting, webinars, for example) to generate hard leads. Buying one at a time (for a total of two or three per year as budget allows) will keep ad reps interested, publishers happy, and editors motivated to post your new product and company information on their websites, social media threads, and publications. This approach drives better SEO results for you and supports a constant stream of editors at all major trade shows.
Advertising News & Insights
At TECH B2B, we believe in optimizing your return on investment (ROI), particularly when it comes to advertising and marketing. Today’s advertising needs to be strategically placed using a thorough knowledge of mass and trade media, newspapers, and direct mail pieces. When coupled with the latest Web-based tracking mechanisms, advertising generates sales, not a file full of leads. Only TECH B2B executives have worked in each of the major media and bring the technological and industry expertise you need to craft an effective advertising campaign. Whether it’s a full page ad for a print publication, interactive multimedia presentation, or somewhere in between, TECH B2B delivers advertising services that combine sharp visuals, intuitive text, and Web-based tracking while answering the question:
Hewlett-Packard (HP) is a global computer company serving customers in many different industries. HP needed to show customers how their radio frequency identification (RFID) services could help customers in consumer goods, general manufacturing, oil and gas, pharmaceuticals, and retail. TECH B2B developed a series of 1-page inserts for trade publications serving in these target industries. Each piece framed HP’s RFID product offerings with real-world examples taken from each industry, turning promotional materials into solutions that customers needed and wanted. This approach allowed HP to quickly promote their new line of RFID services, while keeping marketing budgets in check by reusing the majority of the RFID content. Only TECH B2B, with its deep understanding of today’s technology coupled with operational experience
They told me change is the only constant. And after 17 years of running an integrated marketing agency, I believe them. In 1998, I founded Hardin Business Communications to provide public relations and marketing services to industrial B2B companies. But my feet were set on this path long before that. I’d been a tech geek my whole life. A good friend of mine had built a COSMAC ELF with his dad in their garage. Something went bang when I saw that ugly little box. We were the sort that camped out for tickets to the Star Wars premier (May 1977, btw). We learned how to program on Radio Shack TRS-80s. And when it came to college, I worked in a
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