In our 19 years of experience in localization, we have found out that recommendations and networking are the most effective strategies in the b2b segment. However, if you aren't lucky or smart enough to be found on Google's first search page and your brand-awareness is tending towards zero, then even the most upfront salesmen are a waste of money.
Throughout our long business history, we have tried all sorts of sales and marketing strategies, starting with posting messages in field-specific chat forums, in the times when the very word "marketing " wasn't widespread at all. Then we had a business development department responsible for finding new clients and the development of existing relationships with the old ones. It was the time when the notion of inbound marketing was only in the making. We also tried a classic sales team with field-oriented sales managers making 50 cold calls a day.
Now we're on to something fresh, effective, and flexible that may well combine everything that we've tried before. Last year granted us the luxury of reconsidering our presence on the web, so we used that period to redesign our website and our blog. We also launched a partner program and dived into the LinkedIn world of professionals. But this is only the beginning.
Although we have a team of as many as 100 people working in the office and more than 1,000 free-lancers worldwide, we're trying to stick to the startup philosophy when it comes to changes. We also embrace one of the best principles in business in our view, namely that knowledge sharing is a very beneficial strategy for the whole business community. Our global changes in the marketing department have raised standards for the organization of knowledge-sharing sessions with the most successful b2b companies.