What is B2B Marketing? 3 Principles That Differentiate You From The Rest



what is b2b marketing it sounds like such a simple question it's like obviously it's b2b companies marketing to other b2b companies and that's true but the problem is it's not actually that it's individuals at b2b companies marketing to other individuals at b2b companies and what that means is that the same principles of how you buy everything else apply with three little differences that we found over the last four years the first key difference is your market can't beat everyone we have a principle called the single title that means that in the entire addressable market there's one single title that's probably best for your business and for you to address your marketing – for us it's a demand generation person at a b2b software company now the VP of Marketing or the CMO might write the check but traditionally our champion has to come from within the team and usually is our point of contact so think about it for your company who is your point of contact who is your vendor person who manages the relationship you need to figure out how to make that person your champion through your marketing if you want to be successful as a b2b company the next key thing that we found to make b2b marketing incredibly successful is that creativity and design wins you see b2b companies have like lied to themselves and said we're not sexy we're b2b you know our companies and our clients they just want the data and yeah that's true but they don't want poorly-designed unreadable boring data right that's what everybody else is doing so if you can embrace creativity and design and your b2b marketing you instantly have a market differentiator like look at us at directive consulting we're an SEO company and a PPC company and a content company we're supposed to be boring we don't sell any video right but we want to do something different so that we can engage with our audience ask yourself what can you do to engage with your audience and make a difference from the entire noise that's out there and then lastly the third thing that really separates b2b marketing from everything else is the principle that quality Trump's quantity and you see a lot of times people have this marketing strategy and they want to get their leads from 50 to 100 and they want to do it now and that's great but if you could just get your leads from 50 to 25 and all 25 were right I bet your VP of Sales would be a lot happier you see once you understand how to get the quality right that's when you focus on the quantity but simultaneously doing both I've never seen be successful so let's focus right on that single title let's be creative and let's understand that quality Trump's quantity and b2b marketing

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