Case Studies: Business-to-Business

A client's new division was preparing a marketing plan which targeted three industries they believed would be most interested in their services. They wanted verification before investing in a full-blown marketing campaign.

While the first two industries were strong candidates for the future, the third industry offered an opportunity for immediate sales. However, the client had underestimated the size of the total market. Not only was the prospect pool larger, but many of these businesses would need continuing services, and could prove quite important in PR value. This finding helped the client to realize that they would have to hire and train far more staff and, with the demands of this industry, they might not have the resources to service the other two industries.

After additional study and confirmation, our client rewrote their marketing plan to reflect our findings. The client saved money and time, and was able to preempt the competition.