Each Thursday at 11am EDT, marketers from around the world join the ExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call the virtual coffee chat the Nexus Café.
We hosted guest, RapidBuyr, a B2B daily deals site for small-to-medium businesses. They offer discounted offerings for software, hardware, web development and design services, IT outsourcing, events, SaaS offerings, and more. During our #NexusCafe Twitter chat, the RapidBuyr team and our chat participants discussed strategies for leveraging daily deals in B2B markets.
@ETNexus: What are the reasons for B2B companies to try daily deals within their marketing mix?
@Rapidbuyr: Daily deals are a great way to reach a lg number of new customers & drive traffic thru your door (or virtually, to your website)
@Rapidbuyr: If your deal is significantly discounted & savings can't be found anywhere else, you're triggering word of mouth/buzz as well
@Rapidbuyr: And, if you’re selling B2B, you may also see this as a way to get your foot in the door w/busy, budget-conscious biz buyers.
@ETNexus: Who is the daily deals subscriber audience? How do know which vendors to work with?
@Rapidbuyr: Subscriber audience varies by site. Ask about demographics – age, loc, occupation, or other factors that align with your customer
@Rapidbuyr: Experiment with using diff sites to expose yr deal to new audiences. See what resonates w/people you've never targeted before
@ETNexus: What should my client or business think about before running a daily deal?
@Rapidbuyr: Purchasing lifecycle = seasonality, buying cycles for the item, purchasing trends as it pertains to that audience.
@Rapidbuyr: Preparation = How much volume can you handle? Cap the number of offers & plan how you'll track transactions
@briandshelton: You absolutely MUST deliver on your promise. It's the only chance you have to turn them into repeat customers.
@Brandcolby Daily deals provides you a vehicle to get your name out to your customer in a relevant manner.
@ETNexus: Which types of deals resonate with B2B markets?
@Rapidbuyr: Our B2B deals that have done great = tablets, laptops, sales & IT training materials, virtual employee svcs, reception services
@Rapidbuyr: Ex: dentist structures her deals; they're less about turning profit & more about building her loyal clientele
@Brandcolby: Deals also help the consumer overcome trepidation about trying your brand. It's lower risk to try.
@ETNexus: How do daily deals fit within an overall campaign strategy?
@Rapidbuyr: Use deals to expose your biz to new audience, bring your product to market, or test out your new messaging of existing offerings
@Rapidbuyr: Additionally, try using a daily deal to move old product and make room for seasonal merchandise.
@lweatherall: Encouraging follow-up engagement is key! RT @briandshelton: ..have a proactive nurturing campaign on the back end of the deal..
@ETNexus: What are some best practices and good examples of daily deal programs?
@Rapidbuyr: Think about how you’ll engage deal customers. Goal = get them to come back. Ask them to join email list; upsell & follow up
@Rapidbuyr: Also, structure your deal so that it fits your biz size. Make sure you can fulfill what you’re offering & not scrambling.
@ETNexus: What are some resources for B2B marketers learning more about daily deals?
@Rapidbuyr: If you're looking to run a deal, we broke it down in this Slideshare: How to Run a B2B Daily Deal
@briandshelton: Tip: Measure value of customers acquired through Daily Deal promotions vs. traditional customer. Are they as valuable?
@briandshelton: Tip: Make sure you have a proactive nurturing campaign on the back end of the deal purchase - an email series for example.
We hosted guest, RapidBuyr, a B2B daily deals site for small-to-medium businesses. They offer discounted offerings for software, hardware, web development and design services, IT outsourcing, events, SaaS offerings, and more. During our #NexusCafe Twitter chat, the RapidBuyr team and our chat participants discussed strategies for leveraging daily deals in B2B markets.
@ETNexus: What are the reasons for B2B companies to try daily deals within their marketing mix?
@Rapidbuyr: Daily deals are a great way to reach a lg number of new customers & drive traffic thru your door (or virtually, to your website)
@Rapidbuyr: If your deal is significantly discounted & savings can't be found anywhere else, you're triggering word of mouth/buzz as well
@Rapidbuyr: And, if you’re selling B2B, you may also see this as a way to get your foot in the door w/busy, budget-conscious biz buyers.
@ETNexus: Who is the daily deals subscriber audience? How do know which vendors to work with?
@Rapidbuyr: Subscriber audience varies by site. Ask about demographics – age, loc, occupation, or other factors that align with your customer
@Rapidbuyr: Experiment with using diff sites to expose yr deal to new audiences. See what resonates w/people you've never targeted before
@ETNexus: What should my client or business think about before running a daily deal?
@Rapidbuyr: Purchasing lifecycle = seasonality, buying cycles for the item, purchasing trends as it pertains to that audience.
@Rapidbuyr: Preparation = How much volume can you handle? Cap the number of offers & plan how you'll track transactions
@briandshelton: You absolutely MUST deliver on your promise. It's the only chance you have to turn them into repeat customers.
@Brandcolby Daily deals provides you a vehicle to get your name out to your customer in a relevant manner.
@ETNexus: Which types of deals resonate with B2B markets?
@Rapidbuyr: Our B2B deals that have done great = tablets, laptops, sales & IT training materials, virtual employee svcs, reception services
@Rapidbuyr: Ex: dentist structures her deals; they're less about turning profit & more about building her loyal clientele
@Brandcolby: Deals also help the consumer overcome trepidation about trying your brand. It's lower risk to try.
@ETNexus: How do daily deals fit within an overall campaign strategy?
@Rapidbuyr: Use deals to expose your biz to new audience, bring your product to market, or test out your new messaging of existing offerings
@Rapidbuyr: Additionally, try using a daily deal to move old product and make room for seasonal merchandise.
@lweatherall: Encouraging follow-up engagement is key! RT @briandshelton: ..have a proactive nurturing campaign on the back end of the deal..
@ETNexus: What are some best practices and good examples of daily deal programs?
@Rapidbuyr: Think about how you’ll engage deal customers. Goal = get them to come back. Ask them to join email list; upsell & follow up
@Rapidbuyr: Also, structure your deal so that it fits your biz size. Make sure you can fulfill what you’re offering & not scrambling.
@ETNexus: What are some resources for B2B marketers learning more about daily deals?
@Rapidbuyr: If you're looking to run a deal, we broke it down in this Slideshare: How to Run a B2B Daily Deal
@briandshelton: Tip: Measure value of customers acquired through Daily Deal promotions vs. traditional customer. Are they as valuable?
@briandshelton: Tip: Make sure you have a proactive nurturing campaign on the back end of the deal purchase - an email series for example.
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