B2B Marketing Principles 10: Ultimately, think consumer!

The driving force behind this blog series has been to expose the common challenges that affect and afflict B2B marketing. It is clear that planning is critical to succeeding with a B2B marketing campaign.

You must, as a B2B marketer, understand your target audience, understand what they need rather than what you have to sell them, understand the complexity of selling to specifiers as well as users, create a value proposition to differentiate yourself from other providers, use all data you have as fully as possible, create ways of measuring how your business and its brand is performing, use eye catching, interest-grabbing creative campaigns and adopt the latest, and most relevant digital and online marketing techniques.

Interestingly, this often means rethinking your complicated marketplace and your complicated customer with their complicated needs and complicated multi influencer, multi specifier team dynamics, and your complicated product/service solution. But that’s unnerving so we tend not to.

Maybe we should ignore everything that has come before on this blog about why B2B is different to B2C and approach your challenge from a different perspective. As mentioned right off the bat in B2B Principles 2, we are entering the people-to-people era of business communications.

Approach it from a consumer perspective. You are a human being working within a team providing solutions to another human being or a team. Regardless of what it is you’re promoting, rethink the value proposition you give to this person or team. Are you the fastest, the widest choice, the most customised, the expert, the biggest, the specialist, the best quality, the best service, the best after sales care?

It would be great to hear what you think. Please leave your feedback on the blog, contact me on Twitter @renepower to engage further.

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