Business to Business Marketing: The Secret to Rapid Expansion

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An ongoing marketing publicity program is proving to be the secret behind sustained, long-term growth.

Are you tired of reading about other companies that are rapidly expanding while your company remains stalled, or worse yet, is downsizing - again? For instance, the product development firm down the street that increased gross income from $2 million to $15 million in only two years? Or the engineering firm that expanded from $10 million to $100 million in five years? Or the gourmet food company that tripled sales two years running on a key sales holiday? After reading these stories have you wondered what those companies are doing that your company is not? What the secret is behind this rapid expansion?

For these companies, and many others, the answer to this question lies in an aggressive, sustained business to business marketing publicity program that amplifies and delivers their message to a large quantity of potential customers. In doing so, a large volume of qualified leads are generated that can then be turned into sales. As these sales pile up over time, sustained, up-trending expansion occurs.

Business to business 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 many 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,” says John W. Elliott, CEO of Power PR (, a marketing public relations firm. “With an abundance of qualified leads, you can increase the amount of new business coming into a company each month on an ongoing basis.”

The first goal for a marketing publicity campaign is to get the client published as possible in as many appropriate publications as possible. In marketing publicity, however, it's not enough to just get the message out; it has to be repeated over and over again. Without repetition, you don't get the quantity of qualified leads needed to cause expansion.

“How many times do you have to see a promotion before you really get interested in a product or service?” asks Elliott. “Three times? Twenty times? In fact, studies have shown that prospects don't even register the message until it has been repeated three times or more.”

For this reason, companies must maintain an ongoing campaign to see the number of qualified leads increase dramatically as the message takes hold.

“It’s critical that a business to business marketing publicity campaign is maintained over time to keep that message in front of prospects,” adds Elliott. “Repetition of a message that contains third party endorsements - over time - is the true formula for rapid expansion.”

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Heather Metcalfe
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