B2B Marketing Blog

B2B Marketing Strategy: What’s a Real Differentiator? – B2B Marketing Article

A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by. Tech Needs Better Differentiators Here are a few ways technology companies tend to target the commonplace when they should be highlighting the unique. Multi-Cloud Is Not a Differentiator Sure, “multi-cloud” used to mean something special. When AWS was the only game in town, Azure was struggling to get recognized, and GCP was still on…

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B2B Buyer Personas: Delete The Fluff – B2B Marketing Article

The industry standard for B2B buyer personas is wanting. I frequently see buyer personas built by other vendors that read more like a dating profile than an exceptional piece of analysis and insight. In these poorly amalgamated personas, significant time is spent on demographic details and personality traits of a buyer when other topics are far more critical. Here are a few warning signs that your B2B buyer personas are too fluffy to be useful. Overemphasis on Demographic Details Yes,…

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People Pleasing ≠ Good Messaging – B2B Marketing Article

To develop a solid B2B messaging framework, you need to make some tough decisions. You also need to disappoint some people while delighting others. Sadly, too few companies do this. In all cases, this inability to commit leads to poor messaging and poor marketing.  “All Things To All People” = Bad Messaging Framework Nothing does it all. Everything has limits. But you wouldn’t know this when you read messaging from a B2B focused technology company. Let’s take a look at…

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A Cautionary Tale of Marketing Buzzwords – B2B Marketing Article

Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do?  If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Stop Recycling Buzzy Taglines- Just Throw Them Out Unfortunately, B2B tech marketing has a tendency to go for fluff over substance. And marketers keep relying on the buzzwords that annoy and confuse customers…

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B2B Messaging: It’s Harder Than B2C – B2B Marketing Article

Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical. These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights. B2B Buying Happens By Committee With B2C sales, a marketer…

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The Long Game | New Product Sales – B2B Marketing Article

Does your sales team approach new product sales the same way they approach existing product lines? According to Darden School of Business Professor Thomas Steenburgh, new product sales look very different from selling existing products. Selling new products can require more face-to-face time with customers than when selling established products. Management also has to be patient with the fact that new sales just take longer to go through. However, getting new product sales right can generate huge returns in the…

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How to get rhythm in your marketing – B2B Marketing Article

When a buyer is ready to talk, we need to talk with them right away. And if they’re not, we need to follow up. But what is the right cadence? How quickly should I follow up? How quickly should my next and my next and my next correspondence be? How many should there be? Landing the right cadence – That’s what we’re going to explore in this month’s blog. Timing is everything When you say something is just as important…

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How to know when you should outsource marketing Part 2 – B2B Marketing Article

In Part 1 of this blog, we started small – focussing on businesses who are achieving less than $20 million annual revenue. Here, we’ll be going a little bigger and look at those turning over more than $20 million. While the numbers are different, the concept is the same – your marketing needs to evolve as your business does. When revenue exceeds $20 million Once you get to around $20 million, it’s time to look at bringing some, or all…

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How to know when you should outsource marketing Part 1 – B2B Marketing Article

When is outsourced marketing a good idea? When should you do it in-house? Here’s my experience… I’ve managed outsourced marketing for hundreds of businesses – and operated as the outsourced group Chief Marketing Officer for many of them. So, I have got a pretty good handle on what works and what doesn’t. Let me give you a really short summary of what I’ve learned should be outsourced – and when. The answer’s not complicated, but it does need to evolve…

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6 steps to building a shared Sales and Marketing process (they both agree to) Part 2 – B2B Marketing Article

In part 1 of this blog, we discussed the first three steps you need to take to start creating an aligned process and team. But that’s only half of it. From here, we’ll build on those steps to finish up and agree on a clearly aligned sales & marketing process that gets both teams on the same page. Remember, The net effect of building a single, optimised Sales and Marketing process is that the lead acceptance from Marketing to Sales doubles (by…

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