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”
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”
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”
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?”
Think about marketing anything B2B – and you’ll find derived demand at work. Your web content should reflect that you “get” what your B2B customer is trying to do for their customers. Derived demand is defined as : demand for a B2B product is derived from the demand that your B2B customer receives from theirContinue reading “B2B Marketing: Derived Demand web content can help show that you “get” it”
Need is very different in B2B and B2C. When a business buys in B2B they are primarily buying to feed their internal operations. The feeding may be an internal user – deep inside the buying organization. T
“Derived Demand” is an early topic in the study of B2B marketing but the concept remains fuzzy to students and industry alike. If you Google “Derived Demand” you are at once launched into a bunch of economics concepts that do not explain clearly what the term means for B2B marketers. So here is an attempt to make the concept clearer.