Insights on Business-to-Business (B2B) marketing methods, techniques and stories
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Please note: The insights provided in this section are commonly republished from third-party sources. Articles are the exclusive opinions of the authors. Newton Day Ltd accepts no liability for their accuracy or for any consequential impacts of any actions resulting from the use of this information.
SONAR1 is a methodology to formalize inbound marketing activities to turn ‘surfers into buyers’ through the application of conversational marketing methods and conversational path principles. Learn more in this article.
Every business needs to appear in search engine results for key phrases relating to its subject. More than this, they must be an authority on their subject. Learn more here…
A Strategy Storybook is business-critical for your enterprise because it captures, gains consensus and articulates answers to the most important that tell the story of your business. Find out more about it and how to create yours.
What CEOs should realistically expect from their B2B marketing leader (and spend) in a digital era?
Leading the sales and marketing agenda for a tech company or tech startup business? Thoughts moving towards writing your tech marketing plan for 2020? Here are some ideas from the Newton Day team on what you can do differently in the New Year to power sales results.
Are you expecting UNREALISTIC RESULTS from your lead B2B marketer? What should CEOs realistically expect from their B2B marketing leader (and spend) in a digital era?
A function of marketing, Conversational Marketing describes the discipline of engaging an audience in one-to-one conversations at scale to create a customer
Considering your marketing priorities? These are the top 3 survival factors B2B marketers can’t afford to ignore.
Businesses rely on case studies and testimonials to build trust with their audience. Of all the things a good case study can do for you, trust is arguably the key driver for investing time and money to build a pot of persuasive credentials. If a customer doesn’t...
Testimonials are key to win over potential customers. We provide an unbiased overview of the best video testimonials platforms for business.
Read our latest LinkedIn messages and script ideas, handy when you want to connect with someone on LinkedIn.
Why B2B Marketing is a Different Art to Consumer Marketing
Audience drivers are the fundamental difference between B2B and B2C marketing.
With a consumer audience, individuals make selection decisions based more on emotional drivers such as desire, greed, and those factors that drive self-worth.
In a B2B context, our audience is made up of people who are more commonly influencing buying decisions on behalf of an organization. In most cases, individuals making the decision are more interested in the level of influence any decision has on their status in the company, opportunity for promotion, averting risks of being demoted, etc. It’s harder for marketers to influence buyer influencers based on their individual passions and desires. While emotions are never bubbling too far from the surface of any decision, buying influencers are going to want to prove they are making the best decision on behalf of their employer. Therefore, we’re having to deal with a ‘once removed’ influencer that wants to show they have made a rational decision.
At one time, outbound sales effort was driven by telephone introductions and face-to-face meetings. It’s far harder for firms to do this in the digital age. The challenge facing most companies is how to ‘get a foot in the door.’ Sales and marketing teams can still rely on relationships to forge introductions, but it has to be done thoughtfully.
To reach out to your audience successfully, your proposition will need to be more succinct, your audience more targeted, your message clearer – and you will need to be authentic; delivering on your brand promise.
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