As one main focus of the Catalyst business is helping B2B companies focus their marketing efforts, I've been looking at a lot of business to business marketing lately.
And the most striking conclusion that I can make is that far too many companies and agencies seem to forget that the decision makers for B2B are people, just like the people buying iPODs. In fact, the same people buying iPODs.
Why is this relevant? Well, a huge percentage of companies use a hamfisted approach to the challenge. Way way way too much primary red and blue striped banners and the sort of stock photos that show a man or woman outside a glittering black building staring off into the distance while talking on a Razr.
The sale itself, far more often than not, is about attributes rather than benefits.
To be sure, attributes probably play a larger role in a B2B sale. But any solution -- product, service, or combo -- needs a benefit to make it valuable. Peace of mind is a good place to start. Recognition for the decision maker is another. There are lots, and these are a critical part of a sale to any person, whether they are buying banks of blade servers or a cupboard full of cake mix.
And creatively, we need to remember that B2B marketing is only dull if we make it that way. An engaging video, a game, or a clever line in a banner can make all the difference in being noticed and remembered.
Thanks for reading, and don't forget to write.
You are right! Can I post your article on our website and make reference links back to your sites? I would like use this as an educational reference for The B2B People Network group http://www.theb2bpeople.com.
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