B2B

Do You Have This Costly Misconception About B2B Buyers?

cartoon of b2b buyer listening to little angel and devil"There’s really no difference between writing for consumers (B2C) and writing for B2B buyers."

I was stunned as I read those words, written in a blog post by a professional copywriter!

Her viewpoint was that: "In the end, it’s all just selling."

That’s like saying “There’s no real difference between carnivores and vegetarians; in the end it’s all just feeding.”

Really? Go ahead and try your theory out in the real world. You may get a meat-eater to eat a garden salad every now and then (not too happily); you’ll probably have even less success serving up a filet mignon to a herbivore. Overall, however, you won’t make either one very happy, and you’ll have a lot of wasted leftovers.

When you’re writing for B2B buyers -- whether it’s direct response or content marketing -- you have to recognize that they come at it with very different concerns than consumers do. Master Copywriter Bob Bly describes 6 key differences:

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Published in B2B

Know Your B2B Target Audience: A Tactical Guide

magnifying glass on a b2b target audienceThe importance of developing a typical buyer “persona” in B2B marketing is now widely recognized. It’s an effective way of expressing who it is that you’re trying to engage; your B2B target audience.

If you don’t go to the trouble of coming to an accurate understanding of your B2B target audience, you’re unlikely to craft a message that hits the mark and resonates with them. Not only that, but your overall marketing efforts will probably lack a unified direction.

The more you can get into your prospect’s world and mindset, the better. Even after the “persona” exercise has been completed, you should go on learning more about them.

Here are 10 ways you can get to know your audience:

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Published in B2B

State of B2B Marketing: The Essential Statistics [Video]

Excellent video on the State of B2B Marketing.

Produced by the Ernest Agency in London.

 

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Published in B2B

CMO Council Report on B2B Content Marketing [Infographic]

woman reads CMO Council report on B2BA white paper released in 2013 by the CMO Council caused quite a buzz, and not a little angst, among B2B marketing executives.

“The report is staggering. After spending millions of dollars on content marketing, B2B marketing appears to have taken a few steps backwards.” (Tony Zambito, Yahoo Small Business Advisor)

The paper was based on a broad survey of people typically targeted by B2B marketers:

  • 41% were from companies with revenues above $100 million
  • Half held titles of director and above
  • Two-thirds said that they had final purchasing authority, or at least wielded influence on key purchasing decisions

Their responses give pause.

The infographic below summarizes just a few of the CMO Council report's key findings, but what specific lessons can we extract about how to do effective B2B marketing going forward?

Let’s very quickly look at 4 big takeaways:

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Published in B2B
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  • Montes vutario lacus quis preambul den lacus
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  • Montes vutario lacus quis preambul den lacus
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