case studies

business to business (B2B)

Multiple channels, different targets and expectations within the selling process, and one brand to tie it all together. The challenge — tell each audience what they need to know to choose, and build the brand and story at each point of choice.

B2B marketing is still about people.

Business to Business or B2B marketing incorporates different levels of information to connect to different roles in the sales channel.

Buyer, broker, distributor, purchasing agent, recommender and R&D may each have a say about which products or services to purchase.

Each audience (role) must understand the context of the brand, yet expects a specific outcome. Each has a different responsibilty in their position. 

Our work manages the brand and gets to the heart of audience expectations at each level to get results from your B2B marketing.

Communication tools are chosen to fit how that audience connects — online, in a sales conversation, at a trade show, through trade publications, in an ongoing “drip” campaign. Each audience gets what they need to move to the next step in the sales process.

  • Comparison charts of features and benefits reach the detailed mind of engineers
  • Product choices and listed applications help R&D staff see what’s possible
  • Websites support the buying process, offer value and information or help the sales team discuss options over the phone
  • A series of direct mail or email pieces keep products and services “top of mind” when the need arises
  • Sales packets are comprehensive, impressive, flexible and customizable for personal presentations
  • Industry-specific language and images distinguish products targeted to narrow markets and niches
  • Information important to each audience is easy to find from the home page of the B2B website

Even in a complex sales process, it’s still about people

People have perceptions and mis-perceptions. Before any role decides or recommends they must know the benefit, fact or performance that rises above the others. Design of each marketing tool must grab attention and build interest.

B2B marketing often requires multiple contacts in a long sales process. Ensure each component and message moves the decision forward.

We create a stream of critical messages that build the case in a long sales cycle. Each strategy is focused on the individual, their role and their expectation.

And it’s not about the blue box

Many B2B marketers include a picture of the product — a machine in a box, or a high-tech device — prominently on their website or sales materials. Yet the buyer is not buying the “blue box” … they’re buying what that product does, the result they want.

The buyer doesn’t care what the product looks like (and in most cases what it looks like doesn’t mean anything to them). They want to know “what’s in it for me?”

Before you create a website full of pictures of your products, give us a call. We’ll tell the story of your products so your audiences will “get it” and want to know more.

When your B2B marketing strategy is no longer generating results, or you’re just ready to refresh and update your marketing program, it’s time to talk to us. Email us or give us a call toll-free at 866.363.4433.

Read more about B2B marketing strategies on our blog.