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Title: Leads, Sales and Expansion Follow Business to Business Marketing
Technique

Author: John Elliott, founder and president of Power PR, Inc.

Article:
Most companies today are pursuing some sort of business to
business marketing endeavor, probably one of the usual stand-bys
such as advertising, direct mail or trade shows.

Some are even dabbling in new techniques such as optimizing the
company Web site. However, if you were to take an informal
survey of key executives across a broad spectrum of industries,
you would also find that most feel these techniques a) are too
costly, and b) are not providing very many qualified leads.

Fortunately, one marketing technique that is proving successful
in lead generation is a hybrid of marketing and PR called <a
href="http://www.powerpr.com/why_business_to_business_marketing.h
tml">marketing publicity</a>. Although hardly a secret on the
marketing scene, this approach is often considered only after
the "usual suspects" listed above. Whether this is the result of
ignorance or worse, laziness, it only takes a good hard look at
the bottom line to see that marketing publicity works where many
other techniques fail.

Marketing publicity involves promoting a product or service
through the mass media. By writing feature articles, customer
testimonials, and new product releases and getting it placed as
editorial in consumer or trade publications (online and print),
marketing public relations firms can generate a large quantity
of published articles over time to build brand awareness and
generate a large quantity of superior leads.

The power behind marketing publicity is in its objective, third
party endorsement. First, these articles are often laden with
positive customer testimonials. Second, the fact that the
publication has published the article as editorial is also a
form of third party endorsement. These factors add up to a level
of credibility that is difficult to achieve with other business
to business marketing techniques.

The ultimate goal is to drive in qualified leads that can be
turned into sales. With an abundance of qualified leads, your
sales increase, even if your margins are rather large. With
enough sales, at hefty margins, your profits increase. When you
expand consistently, month after month, you have money for
things you need. You have money for people you need. Problems go
away.

Marketing publicity will not only generate a volume of leads,
but also improve the quality of lead. These leads are often
superior because after reading an article prospects typically
are more educated about a product on first contact with sales
staff; view the information with much more credibility; and are
more willing to accept the company as a legitimate player in the
market.

With this <a
href="http://www.powerpr.com/business_to_business_marketing_strat
egy.html">business to business marketing</a> technique you can
communicate to potentially millions of prospects at an extremely
low overall cost per prospect. With a large quantity of
published articles generated and repeated over time, you can
build a mass awareness for your product and a large quantity of
superior leads will result.

About the author:
Author, John Elliott, founder and president of Power PR, Inc.,
has been an authority in public relations and marketing for more
than 36 years. As a public relations executive, he has been
instrumental in landing hundreds of pages and hundreds of hours
of radio and television coverage for his various local,
national, and international clients and employers, and has
secured press coverage for political, art, sports,
telecommunications, manufacturin

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