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.
In this article, we look at what challenges marketers might face this year and advise you on how to set out your new marketing strategy.
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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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