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Pull-Through Marketing Alive and Well at B-to-B Packaging Companies

Pull-Through Marketing Alive and Well at B-to-B Packaging Companies

A recent PR Week article highlights two packaging companies that are employing pull-through marketing techniques to reach brand owners at consumer packaged goods (CPG) companies and consumers.  Sealed Air and Tetra Pak have recently expanded their marketing and public relations strategies to target consumers in an effort to raise brand awareness and position their packaging technologies as innovative.

A recent PR Week article highlights two packaging companies that are employing pull-through marketing techniques to reach brand owners at consumer packaged goods (CPG) companies and consumers.  Sealed Air and Tetra Pak have recently expanded their marketing and public relations strategies to target consumers in an effort to raise brand awareness and position their packaging technologies as innovative.

Consumer desire for convenient, innovative packaging is no secret among b-to-b companies in this space, but the shift in communications represents the changing media and business landscape.  The advent of social media, for example, has empowered consumers to praise or complain about the new packaging for their favorite products, necessitating that the companies behind these innovative technologies listen to their feedback and make changes accordingly.

As the article points out, “Indeed, with consumers having more access to information about the makeup of the products they use, b-to-b companies are relying more on the influence of their customer’s customer to help improve business relationships.”

At ABI, we deal with this scenario daily – helping our clients reach end-users in order to shorten the sales cycle and generate pull-through for their materials and technologies.  Consider a couple of strategies for a more customer’s-customer facing marketing approach:

1.       Focus on the benefits to end-users – Manufacturing companies often tout the technical aspects of their products, but let’s face it – few end-users care that a product is manufactured through blow molding.  Rather, they care that the product is durable.  The first step to connecting with your customer’s customer is identifying the product attributes that are most important to them.

2.       Equip your sales force with tools to demonstrate end-user understanding Closing the loop between marketing and sales is critical for b-to-b companies in particular.  When the sales force can articulate the benefits your product provides to end-users, they can often build relationships with higher-level specifiers, moving the conversation from cost to value.  Article reprints focusing on consumer insights, for example, can aid your sales people in demonstrating their understanding of customer’s customer.

The concept of pull-through marketing is not new, but the evolving landscape of b-to-b communications gives us a fresh perspective.  Take a page from the Sealed Air and Tetra Pak playbooks this year as you continue your marketing efforts.

 

by Katharina Ehrnsperger