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Courtesy of the

Small Business Computer Consulting Blog

http://blog.sphomerun.com

IT Marketing Should You Target

B2C? Or B2B?

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http://blog.sphomerun.com/

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Many in the

IT Channel

Frequently Get

Their Targeting

Completely Wrong

Sponsored by ITMarketingIdeas.com

http://itmarketingideas.com/

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In this Article,

We’ll Look at

How IT Marketing

and Customer

Acquisition Costs



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Impact Your

Decision on

Where to Target



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How Important is

Targeting?



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There’s a Good

Chance You Haven’t

Thought Much

About Targeting

or Segmentation,



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and in Turn are

Trying to Market

to “Everyone”



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But There’s an

Inherent Problem

That’s Much

Bigger Than

B2C vs. B2B



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When Targeting

is an Afterthought:



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When You Fail to

Come Up with

Your Own Targeted

IT Marketing Plan,



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A “Marketing Plan”

Will be Assigned

to You by the

Marketplace



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...the “Default”

Configuration



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The “Default”

IT Marketing

Configuration

(and Why It Sucks!)



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What in the IT World

Do We Know

About “Default”

Configurations

That Happen



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When You Click

“Next, Next, Next,

Apply, OK”?



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There are Massive

Performance and

Security Problems



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That May Not

Immediately

Be Apparent



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Getting Back to

Your “Default”

Marketing Plan,

What Does This

Mean?



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Like They Say

in Court,

“If You Do Not

Have an Attorney,



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One Will Be

Assigned to You”



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For IT Marketing,

if You Do Not

Employ Targeting

or Segmentation in

Your Campaigns,



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You Will be

“Assigned”

Customers:



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• Cheapskates



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• Deadbeats



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• Software pirates



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• Wannabes



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• Control freaks



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• Time vampires



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• Liars



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• Verbal Abusers



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And Just

All Around Jerks

(to Put to it

“Nicely”)



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How Do You End Up

with Such a

Bumper-Crop of

Customers that No

One Else Wants?



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Why Marketing

to “Everyone”

is Like Marketing

to “No One”



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Unless Your

Marketing Budget

Rivals the Size

of the Marketing

Budget



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of Industry

Leaders Like Dell,

Intel, or Microsoft,



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You’re Barking Up

the Wrong Tree



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If You Think Your

Company Can

Successfully

Market to

“Everyone”



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The 3rd Grade Math

that Makes

Marketing to B2C

Nearly Impossible

to Do Profitably



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Marketing

IT Services to

Residential Users,

or B2C Market,



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is Extraordinarily

Difficult to do

Profitably



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Why Even Relatively

Tiny SMB Customers

(B2B) Are Better

Targets Than B2C

Customers



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A B2B Buyer May

Spend Upwards of

$500 to $5,000+

Each and Every

Month of the Year



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on Outsourced

ITServices



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...Pushing Their

Lifetime Value

into the 5, Even

6 Figure Range

Over Years



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So the 3rd Grade

Math is Simple:



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B2C: How Much

Can You Afford

to Invest in

IT Marketing

Campaigns



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To Attract

Residential B2C

Customers with an

Average Lifetime

Value of $300?



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If You Answered,

a Lot Less Than

$300, You’re on the

Right Track



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B2B: How Much

Can You Afford

to Invest in

IT Marketing



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to Acquire SMB

Clients with an

Average Lifetime

Value



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in the Range of

$20,000 to

$100,000 or More?



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Now There’s a

Potentially

Profitable Client

if You Know

Where to Look...



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Hence the Critical

Need for Targeted

B2B Marketing



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The Bottom Line



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In this Article,

We Looked at

IT Marketing

Decision-Making



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and Whether

Your VAR, MSP,

orConsultancy

Business Should be

Targeting the B2C



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or B2B Segment



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Now Granted,

There are Some

IT Channel

Companies that do

Figure Out a Way



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to Profitably

Market to

Residential

Customers



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You Can’t Afford

to Spend $300 to

Acquire a Customer

that will Spend

$300 with You



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on the Entire

Lifetime of that

Relationship



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Change Your

Targeting From

B2C to B2B,

Where Even Your

Smallest Customers



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May Have Annual

IT Budgets in the

$5,000 to $10,000

Range,



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and Now You’re

Back in Business



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What’s Been Your

Experience with

IT Marketing?



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Does Your Company

Target B2C or B2B?



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Please Share

Your Tips in the

Comments Section

Below



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Download this

Free Special Report Now at

ITMarketingIdeas.com

Recommended Reading:

Top 10 IT Marketing Strategies

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