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Top Marketing Tactic for Small B2Bs: In-Person Interaction

August 8, 2012
  |  19,373 views

Among small businesses, marketing tactics such as email, websites, in-person interaction, and social media are viewed as most effective overall; however, among small B2B companies, nothing beats face-to-face interactions, according to a survey from Constant Contact.

Below, findings from Constant Contact's Spring 2012 Small Business Pulse Survey.

Asked which marketing activities they find to be effective for their organization, surveyed small business owners cite the following:

  • Email marketing: 83% 
  • Website marketing: 71%
  • In-person interactions: 68%
  • Social media marketing: 49%

Social media is less effective for small B2Bs than B2Cs (38% vs. 55%).


Among those tactics (above) viewed as effective overall, small business owners were also asked to cite the most effective marketing channel.

In-person interactions ranked high for all small businesses, but highest for B2Bs:

  • 59% of small B2Bs cite in-person interactions as their most effective tactic, followed by websites (20%) and email marketing (17%).
  • 40% of small B2Cs cite in-person interactions as their most effective tactic, followed by websites (33%) and email marketing (21%).


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  • by Rishi Wed Aug 8, 2012 via web

    I definitely see why small B2Bs would prefer in-person communication. First, small B2Bs that are just starting out with little or no marketing spend may choose to use 'themselves' as a free marketing vehicle. Secondly, it could be because B2B orders are much larger than B2C orders. Third, small business owners prefer in-person interaction when making a purchase since every dollar is valuable to them.

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  • by Brandie Fri Aug 10, 2012 via iphone

    I've always believed that one of the values that a smaller organization brings to the table is access to executives, which you may not receive at a larger firm, where there may be multiple layers of account reps and middle managers. Why not showcase the CEO if he/she is available for live contact? It's a good value.

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