Abstract :
The small growing business needs marketing spend as much as a big one, but can seldom afford it. You haven´t got the money to throw at the marketing needs, and even if you do, you may not know exactly where to throw it without an expensive expert. Happily, you can achieve a tremendous amount at minimal cost or free. A significant proportion of a marketing budget is consumed by other people´s time doing tasks you and your staff could do. Here, the author focuses on a range of ideas specific to business-to-business sales. The author starts with a general point: planning. Small businesses with a plan succeed better than those without one and waste less money. Actually writing down what you´re going to do makes it work better because it forces you to clarify your thoughts, quantify your aims and expectations and put dates, costs and names against each activity. The author then discusses the use of billboards, business cards, door-to-door visiting, e-mails, press releases, database marketing and quarterly newsletters for marketing purposes.
