B-to-B Viral Marketing Case: Powerboat sales as a window to our current economic squall

Let’s say you’re a company that mines data in a quiet niche — one not known for analytic vigor. You’ve been doing it for years and do it wonderfully. For clients who appreciate your chops, you’re a godsend. But these clients are exceptional in the traditional retail business sector you serve.

How, how do you spread the word about your super-segmented lists and dead-on business intelligence services? Intuition says you find something to “go viral” around. But that requires some degree of topical relevance, if not outright sensationalism. How do you enliven something as dry as, say, boat purchase behavior (pun intended), to give it the life necessary to grab headlines?

The answer is what Info-Link does. They periodically publish one of the more pedestrian metrics they track: Quarterly sales in bellwether states. Below is their latest Bellwether Report, available on their site and distributed via a simple but effective opt-in email:

Info-Link Bellwether Report

You can explore various sales statistics by quarter (use the pull-down). Yes, the news is depressing. But it’s undeniably informative. And share-able. What information can your business repackage in such a way that people will want to share it?

2 thoughts on “B-to-B Viral Marketing Case: Powerboat sales as a window to our current economic squall”

  1. Jeff,
    As far as I understand, you have two points about this viral example and its share-able nature:
    1. Repackage your information so that it would be easily share-able (in this case, the ‘package’ of a picture),
    2. The info should be useful.

  2. Quite correct, Jacob. In the b-to-b world especially, an ideal repackaging is one where you are simultaneously providing share-able information and a clear “free sample” of your product or service.

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