As a B2B marketer, one thing I notice is the disconnect between traditional marketing and B2B marketing. Now it is true that we are always marketing to people, but in a B2B setting the people you are working with will make decisions on behalf of their organization differently then they make for themselves. The approach to how you position your product/service and who you target with your messaging is very unique and requires a unique approach that deviates from traditional marketing.
B2B Marketing in a Digital World
The more important nuance of B2B marketing is how to do it from a digital standpoint. We are almost a decade and a half into the 21st century and the rising generation was born with the internet, but many of the C-Level and VP-Level executives/managers who we sell to are not of the rising generation, especially when it comes to the public sector. This prevents marketers from being able to trust all the conventional wisdom out there that applies to the B2C space.
Marketing as a discipline is art and science like a handful of other fields and the art of B2B is elaborate and beautiful. The forthcoming content on jeffpa1mer.com will address a dearth of information about effective B2B marketing.
One goal I would like to accomplish here is to bring together some of the best practices and the wisdom of the best minds and begin to address some very important subjects such as: Social Media, SEO, Conversion Rate Optimization, Site Design, Mobile First, Marketing Personas, UX, and many others. We will also dive into some areas of psychology and behavioral economics as well as ways to enhance creativity and productivity for yourself and your teams.
Onward and Upward
Half the battle is just showing up. The real key to successful B2B marketing is to try, test, and endure. Aside from that there is the creative aspect where we get to do things that have never been done before. We’ll also look at some case studies of brands who do it right. We’ll determine what works and what doesn’t work for different industries. Marketing makes the difference time and time again, whether it is the brand, the product, or the individuals within the organization.
A company can only hire so many sales people, so many developers, so many visionaries; but when the right message gets in front of enough of the right people, then magical things will happen.
What would you say is the main determiner of success for a company or organization?