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It really is quite curious why there is so much disagreement surrounding the best approach to B2B marketing. Perhaps it starts with whether or not B2B and B2C are to be treated differently?
Recently one commentator said he thought there was no difference marketing B2B or B2C, because it made no difference if someone purchased some Fintech SaaS for a few dollars per month or purchased a mortgage for hundreds of thousands of dollars – Clearly his perception was based upon value.
Personally, I believe B2C is for personal purchases and B2B is for profit related decisions and therefore are massively different. You never hear a business saying, “this SaaS looks good on me”, they’re not buying the latest Nike trainers!
It’s not only the difference between B2B and B2C, but there are also some fundamental consistent errors that occur which no one seems to be addressing. These problems/issues are highlighted by the plethora of business “quotes” and statistics which are as follows: -
With so much evidence identifying the wrong strategies throughout B2B, it’s strange with all the A.I. and prevalent business intellect, no one is banging a drum for change, only more digital, more ‘intent’ data, and more SaaS.
Unfortunately, all the marketers drank the Kool-Aid, they all bought in to the hype that digital would do all the work and they didn’t have to! Business owners were made to think that digital was going to be a low-cost option to make a fortune, meanwhile, the salespeople sat back and hoped to live off the leads provided by marketing and the cold calls/appointment made by business development reps. But it never happened.
Conclusion
Think of it as the persistent tick-tick-ticking metronome of human behaviour that’s never changed.
None of us changed our approach to learning and evaluating ‘stuff’ (business or personal). We’re not idiots, we’re not marks to be knocked off and sold to without there being some substance to us making a decision. What we’re all saying is ‘teach me, show me, help me’ and we’ll buy.
You and I are customers too, yet when staff walk into their places of work (or walk into the room at home where their computer is) they seem to have a personality change and visualise customers and prospects as some strange kind of ‘being’ that needs to be tamed and blagged. As I bring this to a close, consider these points: -
You’re not a B2C who needs to keep posting on social every half-an-hour. Create less, but higher quality content – thank me later. But beware; just telling them to buy from you at every opportunity and as shown above, you’ll scare them off and fail.
B2B Marketing is formulaic, there is nothing ‘other-worldly’ or unpredictable about it, but you do need an advertising strategy/system/structure that promotes your multi-format content with call-to-actions that helps prospects buy from you.
Call me if you want to have a chat about your business. N.
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