A boutique outdoor clothing company practised Reverse Marketing by following the "don't buy this" campaign.
What they did was, they advertised saying "Don't buy this jacket", this certainly aroused some interest in the buyers, they wanted to find out more about the product and now that Patagonia had the attention of its customers, they tried their best to tell them how good their products were, the result was skyrocketing sales figures.
its much easier to satisfy your customers once you have their attention.

The strategy will work in B2C but in B2B i dont think it will matter much. These companies rather than marketing focus more on giving services to existing customers also. I think in B2C also , companies will have to make large initial investment in hiring at least two three person to sort out the mail etc and must invest in managing data also , but the ROI for this approach will be fast

Indeed.. A Strategy that should be adapted by every organisation, but it may vary from industry to industry..

Reverse Marketing sets new view to see Buyer-Seller relationship , its a very good way to earn business from business. To make it effective .....
. Regular check on e-mail must be there.
. Content of replies must be effective.
. Executive must have good knowledge to identify prospective e-mails as per their business.

What are the quality control checks, we can put up during Reverse Marketing process ??

Strategies which can be implemented for service sector company.

1. The first and no cost strategy is to check for the marketing mails which come in the company. Big company may have to plan for this but a small company can start the implementation instantly. Normally if a person is active on Internet he would get approx 20- 30 emails everyday. So say if there are 20 person working in an organisation on an average min 200 marketing mails would be coming. Intelligently it should be checked and for any service company 2-3 b2b leads can be generated. Just to ensure that all these mails reach to a specifically allotted sales person .

2 Once this process is successful then all the functional head should be talked and trained that if any person / company is coming to see their service whether the company it is representing need their company services . If yes, no need to talk to the seller straight but reference be taken & given to the sales team to check out with the company.

Case Study for Reverse Marketing

It is one of the Top E-Commerce Website and on explaining they decided to implement the same in their organisation.

This is how they did :
1. They already had pre-sales team in their sales process
2. One person was assigned to handled the inbound marketing emails
3. It was instructed in the office to all Top level executives that all the marketing mails be redirected to this person.
4. The person started screening and was surprised that after interaction he was able to forward good no of leads
5. Not equal to the marketing enquiries but close to it.
6. Another person of pre sales had been asked to handle inbound sales calls
7. Here the secretary handling the inbound calls was instructed to analyse the call & redirect it to the other person

With just these 2 actions they have generated good sales lead .