Companies that want to acquire customers in a business-to-business (B2B) context in order to build new business relationships rely on the right mix between push and pull marketing. The goal of B2B customer acquisition is to identify potential business customers, address them and win them as customers. For the development and implementation of a sustainable marketing and sales strategy, the individual points of contact with the customers are systematically analysed, evaluated and optimised.

Attract Attention, Pull in, Convince: The Right Mix Between Push & Pull

Today, the customer, and thus the potential B2B customer, takes the search for offers, products and solutions into his own hands. A large part of the B2B customer journey takes place digitally. In addition to a strong digital presence of the company, the use of the right tools such as sales intelligence tools, search bots or web analytics is therefore important for successful B2B customer acquisition. Since customers use a variety of channels, SMEs are required to align their marketing activities across different channels, such as search engines, social media, email marketing and mobile apps. However, traditional sales activities such as cold calling, contacting old customers or field sales are still relevant. What matters here is the right mix. This also applies to the balance between push and pull marketing strategies.

Push marketing refers to an active sales strategy in which the potential customer is approached directly.  The company proactively “pushes” its marketing messages to potential customers via direct mailings, advertisements, cold calls, personal sales calls or telemarketing, for example. Push marketing increases the visibility and awareness of a company.

Pull marketing, on the other hand, focuses on attracting potential customers and motivating them to search for products or services on their own and make a purchase decision. While push marketing is often implemented more aggressively and directly, pull marketing is more subtle. Here, the company provides potential customers with relevant content that offers them added value. This marketing strategy is about building trust and long-term customer relationships.

Which mix of marketing activities is the right one for the company depends on many factors. THE MAK`ED TEAM develops strategies together with its medium-sized clients that fit the client’s product range or service and are tailored to the target group, the competitive environment and the available resources. We develop pragmatic solutions for SMEs that effectively increase their reach, successfully address potential customers and build long-term relationships with their customers.