B2B opportunities after COVID

States like New York have started to reopen after reaching low COVID infection rates. Here are some thoughts about opportunities for B2B marketer:

B2B Marketing with Google AdWords

To make AdWords more effective for B2B marketing, its useful to understand some key features of B2B marketing before setting up the campaign. Here are those key features: Why do businesses buy? No business buys a product or service for pure “fun”. All business purchases are for a business purpose. These would include buying machineryContinue reading “B2B Marketing with Google AdWords”

Content marketing for : User members of B2B buying centers

The Buying Center is an informal group of people in organizations who influence the decision to buy your product or service. Members of buying centers  have different degrees of influence and things can get pretty political and unpredictable. It is therefore important to tailor your marketing content for each role in the buying center. MarketingContinue reading “Content marketing for : User members of B2B buying centers”

Comparing the first date with the sales funnel stages

Talking to  businesses who sell complex expensive technological systems, we find an  amazing expectation: That the customer will search online – see your ad, click, land on your contact page and “voila” you get a phone call or email. Resulting in a $250,000 order off course. This is like saying that every first date fromContinue reading “Comparing the first date with the sales funnel stages”

Dealing with the power and politics of B2B buying centers

We get frequent questions from innovative solution sellers about how to deal with the power and politics of B2B Buying Centers. This is after you have started talking with people at a prospective customer organization. And yet a deal doesn’t seem to be coming through.Here is our take and we hope this makes our dearContinue reading “Dealing with the power and politics of B2B buying centers”

A Checklist for Understanding your B2B Customer’s needs

Check out our new online class on “Decode your B2B Buying Center“ B2B customers buy everything for some value addition to whatever business they are in. In contrast, B2C customers buy for personal satisfaction. B2C customers do not plan to sell something on eBay at the time they decide to buy. But B2B customers mustContinue reading “A Checklist for Understanding your B2B Customer’s needs”

High velocity B2B New Product marketing: Ignore 5000 prospects

High velocity B2B marketing is critical for new B2B products, whether launched by innovative start-ups or by established organizations. You want to have a significant customer base for your new product as soon as possible. Market Segmentation is that early step in marketing strategy that urges the marketer to focus resources for results. In aContinue reading “High velocity B2B New Product marketing: Ignore 5000 prospects”

New Product B2B marketers and the junior manager prospect: problem or opportunity?

You are trying to sell your new accounts receivable system and are talking to the Asst. A/C receivable and occasionally to the Manager-Accounts of a B2B prospect. No junior or middle manager would like to admit that they have a problem when faced with a new B2B solution that has the potential to vastly improveContinue reading “New Product B2B marketers and the junior manager prospect: problem or opportunity?”

B2B Buying Center members getting younger

If you have enabled demographic reports on your B2B marketing website in Google Analytics, you would have noticed it: there are lots of visitors from the 18-24 and 25-34 age group.  We would not be surprised if you sell some non-glamorous industrial product (eg. valves or switches.. with no offence to readers from these industries)Continue reading “B2B Buying Center members getting younger”

B2B Marketing on Facebook

If you wanted to advertise your B2B product or service on social media, should you try Facebook marketing is a question that we are often asked.  Here are some thoughts as we get started with 2015 and wish our readers a Very Happy New Year ! B2B purchasing is for a business purpose: A businessContinue reading “B2B Marketing on Facebook”