Ingram Micro: 'Less Is Good' In B2B Marketing

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Solution providers do not tend to have large marketing staffs, but that might not be a hindrance to executing a successful marketing plan.

’Everybody wants a bigger budget that they don't have,’ said Jennifer Anaya, vice president of marketing at Ingram Micro. ’So what we talk to the partners about is, really focus in on what you're trying to accomplish in your business. If you can identify what your objectives are, then you'll know more about what activities you’ll need to focus on to go after those objectives. Who are you trying to reach?"

The answer to that question is the most important factor in best marketing practices, Anaya said. Targeting a very large group takes resources that most businesses do not have, so the key is to engage a specific audience in a dialogue, specifically about what solution providers can offer them.

Social media is a helpful free tool, but Anaya said to be careful not to overestimate its reach. Personal relationships are more important in B2B marketing than ever.

’What do those people care about, what keeps them up at night? What are their challenges? Those are all things that, as marketers, we think about when we're trying to develop a report," said Anaya. "At the end of the day we're all people."