Search Engine Marketing and Middle Market Business
Australia is Highly Competitive
Competitors are numerous and aggressive in just about every sector of the Australian marketplace. Mid sized organisations competing in these markets are generally resource constrained and not “big” brands. Access to market is an ongoing challenge.
Business Development
Making a sale or generating leads in many cases relies on relationships and being in the right place at the right time, i.e. being there when the need is identified by the customer.
Unfortunately in most middle market organisations, resources just don’t exist to build numerous relationships in the hope of achieving trusted advisor status and getting the call should the need arise for your product or service.
In many cases, talking to existing business relationships and identifying potential needs might result in some interesting discussion and even a proposal but may not convert, if the issue is not a burning platform so to speak.
Larger corporates employ account managers or sales people to manage relationships, a go-to person who manages the client and drives sales from that client. Most mid market organisations cannot afford account managers and have sales people who in many cases react to opportunities as they arise. Mid market companies can also not afford expensive offline marketing campaigns that have a low ROI.