About Frontier Communications

Based in the United Arab Emirates and serving businesses around the Middle East, Frontier Communications FZ LLC delivers standardized, packaged as well as custom marketing services to enable marketers in the region achieve their strategic and tactical goals.

Whether your challenge is to generate leads, improve your brand awareness or to develop a messaging framework Frontier Communications will partner with you to jointly differentiate your offerings and ensure your campaigns deliver an unprecedented ROI.

If digital marketing or social media don’t figure in your marketing mix, then you know you need to talk to the experts who can help you find the right balance between traditional marketing and new media.

Among our customers we are proud to list leading organizations like IBM, American Express, Oracle and Dell, those leading companies cannot all be wrong. Join the winners, contact Frontier Communications now!

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The 4M Formula for B2B Marketing PDF Print E-mail

Organizations don’t read, write, fall in love with a product, buy or sell anything – People do. So however you look at your marketing efforts you are talking to people, people within organizations, people that acquire an interest in your products, suggest, recommend or decide to buy or not to buy.

If we accept this simple truth then it is relatively easy for me to convince you that regardless of you vertical industry, product or service being marketed, price point, or length of the sales cycle, the basic formula should be the same. The four multiples formula:

 

Multiple Individuals

By its very definition, B2B marketing involves getting your message in front of individuals who work at organizations. And these individuals work with other people at their organizations. Some of these people have authority and/or influence over making the decision to purchase what you’re marketing, and some do not. These co-workers communicate and influence one another and often come to a consensus about making a purchasing decision together. So as a marketer involved in lead-generation activities, it’s incumbent on you to touch as many people within your target organizations as possible to not only ensure that you touch the right decision-maker, but to ensure that if there’s a show of hands around the table when making the buying decision, you’ve already covered everyone in the room.

Multiple Levels

These decision-makers and influencers have specific roles, responsibilities, job functions, and job levels within their organizations, and they operate within the hierarchy that exists at their organizations. Some people manage and direct the activities of others. Some report to and are directed by others. Delegation of responsibilities takes place from managers to subordinates–and common among the tasks that are delegated is performing due diligence on new purchases. A thorough lead-generation plan needs to direct efforts not only to the executive who could be the eventual decision maker, but it needs to place your message firmly in the path of the foot-soldier a couple levels down who might  be researching and developing the short list to be handed to his boss. You never quite know at what level influence will be exercised, so be sure to reach out to all the levels that might be involved. Always remember that a small technically qualified employee can easily disqualify your product and that CEOs rarely challenge such technical recommendations. The small guy can’t give you the deal but he can easily eliminate your chances.

Multiple Channels

Individuals have preferences and habits that have been developed and engrained over time. Among these are marketing channels that they pay attention to and engage with–and these are highly personalized.  Sunil might never read an inbound email or attend a webcast, but he reads trade journals and whitepapers religiously. Saeed rarely if ever clicks on an online display ad or listens to the radio, but he is forever using search engines and clicking on search ads. Fatima might not engage in social media or open her direct mail, but she attends two or three trade shows each year. Which of these individuals is the decision-maker and who is the influencer? A savvy lead-generation strategy involves participating in as many different channels as possible to ensure that you’re touching all these individuals where they are active, and where they are paying attention. Otherwise you’ll be speaking half your audience at best.

Multiple Touches

Finally, people only have a certain amount of bandwidth. They have lots of priorities on any given day, and they have more time and more receptivity to absorb marketing messages on some days than on others.  They also get sick, take vacations, and travel on business–all of which limit the ability of your expertly planned, finely crafted lead-generation efforts to reach them. So no lead-generation campaign should be executed just once because invariably some percentage of your target audience will not be listening. Touch them again and again, it takes multiple touches.

 

Obviously, each of the four multiples include their own formulas for success at a more detailed level, and every lead-generation campaign produces some pure brand awareness influence in addition to its production of leads. But the formula of the four multiples is an excellent barometer to gauge your current lead-generation activities, enabling you to make adjustments that should lead you to produce your own repeatable history of success.

Obviously if you take the 4M formula to heart your campaigns will be more comprehensive with multiple touches to multiple people at multiple levels using multiple channels. That simply means that each of your campaigns will take more effort and cost more money. Naturally you do not have unlimited resources and budgets so you will be forced to focus on fewer campaigns and do them well. And this leads us to challenge our planning habits because we will forced to make some critical trade off during our planning, we will have to focus on fewer campaigns and do them really well but that will be the subject of another blog post, so stay tuned.

 

 

 



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Among Our Customers

amex
aptec
belkin
bmw
board
canon
citi
dell
ellucian
emc
gbm
hp
huawei
ibm
mahindra
mena
microsoft
mini
oracle
p2
qv
resemble
sap
unilever

Our Services

End to End Email Campaigns
From concept development to campaign monitoring, and from graphic design to audience selection Frontier Communications is your email marketing partner in the Middle East.

 With a rich and highly categorized mailing list of more than 60,000 individuals you are assured to reach your target audience, from business executives to IT professionals and from finance managers to supply chain professionals.

 Sopported by a state of the art campaign tracking system and a speedy campaign execution process, Frontier Communications can turn around your requests quicklly and help you meet your demandiung work schedule. Join our growing list of satisfied blue chip customers and start deivering your messages to your target audience today.

Outbound Telemarketing

You need to follow up on your seminar registrations? Do you plan to qualify your precious leads before passing them to your sales team? Do you want to make sure all your channel partners are aware of your new channel promotion? You need telemarketing.

Frontier Communications can quickly set up and execute your telemarketing campaign in Arabic, English or French. Do not let your leads go cold, do not let your partners miss your channel promotions, do not run your seminar with empty seats, let Frontier Communications help you.

Online Communities

Unfortunately many marketers forget the most important fact about online communities; it is that people don’t want to talk about you, your brands, your products and your news. They really don’t care about you and your products. Rather, they want to talk about their interests, needs, challenges and desires, and connect with others who share similar interests.

If you are considering building and managing an online community, or if you would like to reach your target audience via one of our communities, consider Frontier Communications, after all we created and managed some of the Middle East’s most prominent online communities the community of progressive CIOs CIO2CIO as well as Driver2Driver the place for people who love cars and enjoy driving.

Campaign Concept Development

From initial consultation to implementation, we deliver high-level execution on all strategic planning and creative marketing projects. Our ability to link experts in design, marketing and technology gives you access to a resource capable of meeting all your business needs.

Our unique business model shortens the learning curve and allows us to get up to speed quickly with an understanding of the specific marketing needs and challenges facing clients. Clients benefit from working with senior level professionals that have in-depth expertise in their respective domains and the resources to accommodate a variety of changing needs and timeless without adding to overhead.

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