While this chapter is obviously more applicable to B2C sales, I think it does have a few tricks that translate to B2B Marketing. One of Thomas Stanley’s forms of networking is called Give Information; Get Clients. Stanley lists 4 steps in this process:

1. Focus: For B2B Marketers, this means narrow your targets. Know the industries you are trying to target and the types of companies within those industries. Also, focus on the revenue range, employee size and geographies that are in your sweet spot.
2. Enhance your credibility within an industry: Make sure you are in the same places that your prospects go for information and thought leadership. These days that includes more than just industry publications. Be sure you are also commenting on the right blogs (and hopefully have your own), monitoring user communities and posting on Facebook.
3. Target the leaders of the affluent group: I would translate this to targeting the leaders in the industry. And you don’t have to create an association like Stanley suggests. Find out who has the hottest blog in the industry or latest book out and try to connect with them. Just be sure that this is a mutually beneficial relationship and not a one way street.
4. Recruit top professionals as speakers and network contacts: This doesn’t have to be limited to individuals. Work with your partners as well to create joint webinars or have a top executive from a partner be a guest blogger.

I believe that the more ways you can position yourself/your company as an industry thought leader, the more credibility you will have in the market and ultimately more customers.

Be sure to check in next week when we will be covering chapters 6 and 7.