When B2B brands have something to say, it’s usually to a very select group of individuals within a select group of businesses. Building on your research and brand planning, IAS’ Contact Strategy system answers three key questions about your market - who are you going to talk to, what are you going to say and how are you going to contact them?
Prioritising your most profitable contacts
When deciding who your marketing strategy is going to talk to,
we revisit the research and your Web of Influence. We'll
prioritise your market by influence and profitability, the first
stage in the segmentation process. Remember, prioritise and you
will prosper.
Segmenting your market by message
Key question two: 'what are you going to say?' Every stakeholder
in your target market will be motivated by different arguments. The
second phase of IAS' Contact Strategy will segment your most
profitable and influential contacts, creating strategic messages
that will resonate with each individual.
Pinpointing your market's channel preferences
Pinpoint your tools in B2B and you're more likely to get the
desired response. So how does your market like to communicate and
be communicated to? Using research we'll help you understand and
honour channel preferences for all your key stakeholders. And
select the most effective media mix - combining offline, digital and PR - to generate
measurable results for every campaign.
