Business to Business Marketing sucks!

© Paul Johnstone

Lets sink some myths: Business to Business (B2B) marketing is traditionally seen as more difficult and less sexy than consumer marketing.

Look at the evidence. Unless you have deep pockets your marketing will probably be not much more than local press advertising, flyers, local trade shows, with maybe the occasional visit to a networking event such as a Chamber lunch.

It may be that in the B2B sector, marketing is viewed as a necessary pain in the neck.

The Big Boys, get away with good B2B advertising because they have the financial power. DHL and other couriers spend on TV advertising. Just like other B2B companies Royal Mail are a good example.

There is also another ‘fog’ facer clouding the issue (if you will excuse mixed metaphors). Many marketing specialists point to the segmentation of the market and the overlapping decision making chain. Add to that the designers who do not fully grasp the B2B market place and try to attract with an inappropriate image. It might be smart, clean and eye catching, but not appropriate for the market sector.

So what do you do if your pockets are not deep enough?

There are several quick and simple techniques for attracting customers in the B2B space.

The two I prefer are these: Direct Sales (by an expert) and Face to Face Networking.

Both have strengths and both have weaknesses. A quick overview may help.

Direct Sales: engage a professional direct sales company to use their expertise, a good way is for them to make appointments for you or your sales people. Or get interest in an exhibition or to take up a special offer.

Face to Face networking: Your investment is in time. That time should be spent first up learning the rules of networking, its easy to offend without knowing. Benefits you get to present to a range of other business owners, who will advocate your services for free.

Paul

Helping Real People do Real Business through Real Networking