While the calendar says we’re just over a third of the way through summer, and the ever-rising mercury makes us feel we’re well into the middle of the season, newspaper circulars, magazine editorials and TV commercials already have us looking into fall.

It’s hard to believe that family vacations, swimsuits and fireworks will soon be traded for football games, long-sleeve shirts and falling leaves. And, of course, lazy days for school days.

Traditional school days may be behind most of us, but effective B2B marketers understand the importance “education” plays in successful product and service promotion.

Sales teams need to be equipped with information and tools that help them understand marketplace needs and position the benefits of their solutions. Distributors and other channel partners need to be as intimately familiar with offerings as a company’s direct sales force. And customers oftentimes need to be informed on how best to leverage a product or service.

One approach to delivering this education is through a variety of digital means, such as:

  • online universities for your direct and indirect sales forces, as well as customer service personnel
  • training videos posted within your website or YouTube channel, and then distributed through email communications
  • white papers and technical articles featured within relevant vertical online communities and information resources
  • digital presentations included on microsites linked to direct marketing initiatives

I’d love to hear what you’re doing to keep internal and external audiences “in school” on your products and services.

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