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The question of the optimal product price for the own offer drives many founders and entrepreneurs around. If you do not have a comparable product or service, i.e. no direct competition, the price is not formed on the market by competition, but primarily through your pricing and thus according to your internal calculation.
When pricing, always keep in mind: The lower the price, the higher the probability that you will sell to problem customers. Because: You can never please customers with a cheap-is-hungry mentality.
Keep away customers who can't afford your products or services or don't value your time.
Generally, B2B prices must be higher than retail because the volume, i.e., the number of customers you can acquire in a month or year, is much lower.
Customers who look at three- or four-digit product prices with their "consumer glasses" quickly consider you overpriced or usurious and are quickly put off by them, but completely disregard the fact that the cost of acquiring a new B2B customer, the so-called customer acquisition cost, e.g. through high online marketing costs for advertisements or a telephone sales team is usually several hundred euros or dollars. At the same time, the number of potential customers is limited, but the number of competitors fighting for the potential deals is not.
There are various sources and strategies for generating leads (both as a B2B and as a provider in the end customer business). Basically, a distinction can be made between unpaid (so-called organic) and paid sources of leads, e.g. in the form of Google Ads.
The situation for most companies and providers in the B2B sector is as follows: There is strong competition/stiff competition in the respective niche, high click prices, escalating marketing budgets as well as ad campaigns that do not work. The downward spiral of ever increasing costs with ever poorer conversion rates is supposed to be stopped with a further increase in the marketing budget - which often enough fails.
But what is the alternative to expensive online marketing?
With the help of so-called content marketing, you provide potential prospects and customers with free knowledge with added value and thus create trust. The goal is that the customers in spé deal longer with your offer and do not leave your website after a few seconds, but click through your website. The more articles, i.e. content, you provide on your website, the more this testifies to competence in your respective field and will increase the likelihood of a purchase.
In the best case, you manage to get interested parties to sign up for your newsletter, for example, to be informed about future discount promotions, make an inquiry via contact form or phone. It is important to obtain their consent to be contacted in order to be able to contact them in the future in the so-called follow-up process and to convert them into customers in the long term. After all, the majority of B2B customers only buy after the second, third or fourth contact. Here, it is also important to understand the so-called sales cycle in the business-to-business business.
If you have managed to direct interested parties to your site through thematically relevant articles or blogpots, the first hurdle has been cleared. Therefore, think about how you can maximize the number of visitors who come to your site for free (so-called organic traffic). These can be, for example, articles with titles that consist of specific questions as potential customers enter them in Google or other search engines, articles about current news in your industry or niche, product news or reviews.
Login & Functions
Activation, Login & Database Access:
After confirming activation via email link, you can log in to the "My Account" area using your established login name and password via the person icon in the header area of the www.fischer-data-science.com website (to the left of the "i icon").
In the "My Account" area you can access and change your customer and account settings, view and download your orders and invoices (HTML or PDF, soon additionally as machine-readable XInvoice), access your search history, favorites and watchlist as well as create, manage and open your own lists (tab "My Lists").
Under the "Security" tab, you have the option to change your password, view your login history, log out devices that are currently logged in, and request your personal customer data for download in accordance with DSGVO.
Under the "Orders/Databases" tab, you can access this by clicking on the "Open Media & PR Database" button.
Alternatively, you can access the overview & search screen of the media & PR database by mouse-over via the sub-item "Overview & Search" (1st sub-item of the menu item "Media & PR Database") via the main menu or use the direct link https://www.fischer-data-science.com/en/media/overview/.
Overview & Search screen:
Figure 1 shows the backend area of the master table with search and filter mask (top of image), where you can, for example, list the radio stations included in Germany or further filter and sort by more than 20 filter criteria (including city, state, country, title, relevance/reach for prioritization, editorial email address, editorial phone number, fax number, type, Facebook, Instagram, YouTube, LinkedIn, Xing, number of Wikipedia views). Searching by keyword or tag is also possible.
A right click with the mouse on a cell value in the table (e.g. city) opens a list with all entries of this feature. A normal click (left click) with the mouse on a symbol opens the stored entry (e.g. the Facebook profile) in a popup window or controls the search function at Xing or LinkendIn for journalists or editors as well as departments to quickly find concrete contacts in the editorial offices.
A mouse click on an icon or feature while holding down the Ctrl key, on the other hand, opens the corresponding feature as a new browser tab in the background.
Figure 1: Master table "Overview & Search" with search mask. When mouse-over the title of a medium, you will get a short description of the same, if a Wikipedia article is available for the medium.
The bulk functions (engl. mass editing; see checkboxes on the left of the image) allow you - as you are used to from your email provider, for example - to edit several of the selected entries simultaneously (per page between 5 and 1. 000 entries displayable), to open the stored media URLs or further stored features such as Facebook presences in new tabs in the background, to add to favorites list or watchlist, to remove personally stored information again as well as to export the entries & contact data of the selected editorial offices in CSV or JSON format.
To be able to send an email without export directly and individually to an editorial office with your email program, simply click on the corresponding email address, which opens your email program or a new window there.
Clicking on the name of the medium opens the detail view of an entry. Here you will find a short description in the form of the Wikipedia article with useful information such as reach and target audience of the selected medium with all links to the social media channels and the contact details of the editors. Furthermore, you also have the option here to rate the medium, to put it on a list, to create your own lists (e.g. to-do list, campaign list "Campaign X in period Y"), to deposit your own comments and notes for documentation purposes of the communication that has taken place or the contact that has been made incl. feedback.