Valentine's Day Messaging Does Not Result in "Brand Love" According to B2B Marketing Study by ProspectCloud - KXXV-TV News Channel 25 - Central Texas News and Weather for Waco, Temple, Killeen |

Valentine's Day Messaging Does Not Result in "Brand Love" According to B2B Marketing Study by ProspectCloud

Information contained on this page is provided by an independent third-party content provider. WorldNow and this Station make no warranties or representations in connection therewith. If you have any questions or comments about this page please contact pressreleases@worldnow.com.

SOURCE ProspectCloud

DALLAS, Feb. 17, 2014 /PRNewswire/ -- Valentine's Day presents a viable commercial opportunity for florists, candy manufacturers, stationers and restaurants but businesses who sell products or services to other businesses should reconsider their marketing plan before next February rolls around.

"According to our recent study conducted via LinkedIn and email to 250,000 business executives at small and medium-sized businesses, Valentine's Day messaging does not always correlate with an increase in 'brand love,'" says Brad Segal, VP of Sales and Marketing at ProspectCloud.  Business buyers are savvy and guard their time and checkbooks carefully.  Potentially low-value messaging can be off putting, and out of alignment with complex sales cycles, especially without the support of a more meaningful, high-value lead nurture process.

"Even as an expression of customer appreciation, with a coupon or an incentive included in the communication, it seems that business consumers do not always appreciate Valentine's Day messaging from prospective vendors," Segal reports.  More than before, he says, business to business marketers must be mindful of when and how they touch both potential and existing customers, and thoughtful of how and if that touch point adds value to the relationship.

ProspectCloud is a trusted provider of leading business data with access to 50 million direct contacts with email. Segal says his company helps clients define their buyer's table, and build highly-focused email lists of business decision makers for sales and marketing outreach, lead nurture and drip campaigns and they deliver extra value through thought leadership on communications strategy and best practices.

"Our clients spend an average of between $10,000 and $100,000 a year on email driven marketing and demand generation programs.  They can't afford to lose potentially warm prospects over lack of perspective, or a simple error in judgment. As recipients of email marketing ourselves, we know that we receive Valentine's Day-themed offers for discounted office supplies, color printing, employee recruiting services and even discounted employee benefit plan audits. Heart health is evidently a big concern in February. So, we were curious. Do these B2B Valentine's Day campaigns work? The answer is pretty clearly: no. In fact, they might be cheapening your brand and costing you business."

ProspectCloud's best advice for email marketers with a B2B agenda is to refrain from trying to capitalize every holiday and to focus on building relationships and affinity with their prospects through more authentic communications that relate specifically to the recipients needs, challenges, and areas of responsibility.

"Understanding and genuinely caring about your prospective clients' and business partners' problems is the first step toward a mutually satisfying relationship. Offer appropriate and fitting solutions. Anticipate their needs. That's the course to true 'brand love,'" advises Segal.  "It's not necessary to follow every trend or acknowledge every holiday with an email or a postcard. You don't want to needlessly add to your prospects' workload by filling their inbox. If you really care for them, give them more value than you ask for in return.  Like any healthy courtship, give them space and do not smother."

Walking their talk about giving prospective clients room to breathe without a barrage of business messaging, Segal says ProspectCloud believes Facebook is a better forum for personal communication and the company limits social media to LinkedIn and Pinterest.  Follow them there for more insights into email marketing and corporate communications.

Read more news from ProspectCloud.

Business Contact: Brad Segal, VP, Sales & Marketing, Prospect Cloud (518) 621-4448 
Email

Media Contact:  Judy Safern, President, LeadingThinkers (214) 592-2125
Email

©2012 PR Newswire. All Rights Reserved.

  • Local NewsMore>>

  • WACO

    Emotions run high during intense testimony in murder trial

    Emotions run high during intense testimony in murder trial

    Wednesday, April 23 2014 8:02 PM EDT2014-04-24 00:02:26 GMT
    Some hardball questioning by the prosecution during the sentencing phase of Carnell Petetan Jr. trial led to some near fireworks by the defense. Petetan, who faces the death penalty for murdering his wife, sat stoic for most of the day as witnesses came up to testify against him, but that all changed as his mother spoke Wednesday afternoon. After the prosecution rested just before 11 a.m., it was the defense's turn to call up witnesses. Petetan's attorney's stressed to the jury that they were...More >>
    Some hardball questioning by the prosecution during the sentencing phase of Carnell Petetan Jr. trial led to some near fireworks by the defense. Petetan, who faces the death penalty for murdering his wife, sat stoic for most of the day as witnesses came up to testify against him, but that all changed as his mother spoke Wednesday afternoon. After the prosecution rested just before 11 a.m., it was the defense's turn to call up witnesses. Petetan's attorney's stressed to the jury that they were...More >>
  • Political group formed to help pass Robinson ISD school bond

    Political group formed to help pass Robinson ISD school bond

    Wednesday, April 23 2014 6:50 PM EDT2014-04-23 22:50:48 GMT
    With the May elections just around the corner Robinson ISD's bond is back on the ballot. The district is seeking nearly $20 million to build a new intermediate to replace the 50 year-old building and make some repairs to the elementary school.More >>
    With the May elections just around the corner Robinson ISD's bond is back on the ballot. The district is seeking nearly $20 million to build a new intermediate to replace the 50 year-old building and make some repairs to the elementary school.More >>
  • WACO

    Police seized marijuana, arrest one after searching pickup

    Police seized marijuana, arrest one after searching pickup

    Wednesday, April 23 2014 3:56 PM EDT2014-04-23 19:56:53 GMT
    McGregor police arrested a man and seized $800 worth of marijuana as they served a search warrant on a pickup truck in the parking lot of a local billiard parlor Tuesday afternoon.More >>
    McGregor police arrested a man and seized $800 worth of marijuana as they served a search warrant on a pickup truck in the parking lot of a local billiard parlor Tuesday afternoon.More >>
Powered by WorldNow

News Channel 25 KXXV-TV
P.O. Box 2522
Waco, TX 76702

Phone Numbers:
Main: 254-754-2525
Tip Line: 254-757-2525

Links
Contact Us
KXXV Employment Opportunites
FCC Filings
Advertise on KXXV

Can't find something?
Powered by WorldNow
All content © Copyright 2000 - 2014 WorldNow and KXXV. All Rights Reserved.
For more information on this site, please read our Privacy Policy and Terms of Service.