Answers to that One B2B Marketer Question

In B2B marketing no matter how experienced you are or how new you may be, everyone has only one question, and while the question never changes it is its answer that never remains the same. This question is neither complicated nor technical, it’s a question that circled the marketing arena for years maybe even centuries, and even with all the changes and advancements of the digital age, the question remains what differentiates an average B2B marketer from an extraordinary marketer? The answer is not a one-liner, there is no overnight success recipe, great marketers understand that they can never stop learning or acting immediately.

Great B2B Marketers

Some of the great marketers such as Shayla Price, Stefi Efti, Aaron Ross, Dan Shure and Aaron Orendorff realised early on in their careers that success in B2B marketing means you are committed to learning new things all the time. There are hundreds of books about B2B marketing, and from each, there is something that you can learn. Once you’ve spent some time reading them, you will have the tools you need to implement everything you’ve learned. We list some of the best B2B marketing books, well worth reading as they offer everyone the opportunity to learn from the best.

How to Win Friends & Influence People by Dale Carnegie

Dale Carnegie is the author of the classic must-read book recommended for anyone interested in B2B marketing. In the marketing field requiring marketers to communicate with people and to use their knowledge to influence clients to take the steps they want them to require relationship knowledge. In this book, Carnegie teaches readers the fundamental techniques in how to deal with people, and it explains twelve methods of how to make others see things your way as well as the best way to change clients minds.

The 10X Rule: The Only Difference Between Success and Failure by Grant Cardone

Successful B2B marketers are fully aware of the fact that sitting back is the last thing they can afford to do. The real breakthrough comes with commitment, experimentation and taking massive action. 10X Rule: The Only Difference Between Success and Failure by Grant Cardone is one of the books every marketer should read as he shared the steps needed in moving from a marketer to a successful B2B expert with tons of motivational guidance on how to deal when you get stuck.

Influence: The Psychology of Persuasion by Robert B. Cialdini

Robert B. Cialdini shares with marketers how to get the Yes more often from prospective clients. His book dives into the psychology behind the yes and explores the reasons behind that, that drives or motivates customers to agree to the idea or purchase.

Once marketers understand how the brain functions they find themselves in a much more favourable position to always get what they are aiming for and that is the golden “yes” from as many of their clientele as possible.

Other books that should be added to top reading lists for marketers include Martha Barletta’ Marketing to Women, Bob Burg’s The Go-Giver, Expanded Edition: A Little Story About a Powerful Business Idea and David Ogilvy’s, Ogilvy on Advertising.

Marketing With A Difference

While marketing is for most quite a head-ache, B2B is a competitive arena, and you need to be on top of innovation if you wish to compete with the top dogs, others see opportunity in the strangest places, and even Modern Family is now part of realtors marketing strategies.

Due to the value of traditional platforms available as one of the main forms of advertising decreasing, brands are constantly on the search for new ways to reach their audience. A new trend that started over the past couple of years is the increase in content that is sponsored as well as native advertising. The most effective form of marketing currently is integrating brands with the content of the media.

More Than Just and Add

Brand-grafted messaging are now common in both entertainment programmes and the news, although this form of advertising requires more than just simply creating an add. It requires both the content vehicle and the brand to work closely together, to allow different sets of decision-makers and to relinquish control.

The most recent integration on Modern Family television show from ABC was subtle, and the partnering of the show’s writers and the National Association of REALTORS did not affect or compromise the entertainment value of the show at all. While he is one of the most loved actors in the Modern Family show, Phil Dunphy is also one of the greatest realtors. Played by Ty Byrrell, Dunphy is by far the most popular comedian of the show, he loves magic, is a great family guy, and he sells real estate. Elizabeth Mendenhall, president of the association, says that Phil Dunphy is the best-loved realtor in America.

The Realtor, Honest, Caring, Sincere & Helpful

Adweek pointed out why the integration looks both natural and easy, the hugely popular television series never focus on a product used by consumers but more a service or an organisation and that is what stood out. Phil Dunphy is a realtor, and he was one from the start as written by the creators of the show, this makes integration easy and natural according to the executive view president Sean McBride. The excellent character already created and developed embodies all the attributes that make part of a great realtor, Dunphy is sincere, helpful and most of all he is honest.

Phil Dunphy commented that he has always admired companies that allow themselves to be in the centre of fun, that doesn’t mind themselves seen in the imperfect light and in his own words that is the strongest play. With subtle and smooth partnership, everyone agrees that it was all done tastefully and with great care. One of the major fears was that the content that is sponsored would take away or interfere with the extremely popular show and with everything in place to avoid just that at all cost, Modern Talking could be the start of many brands going this route.

B2B Buying Behaviour Influences

There are many factors that influence peoples buying behaviour, and on the other side of the coin, there are also many factors in how products are marketed that influences the behaviour in sales. High-value B2B trade creates a highly involved sales atmosphere it is affected by several factors including the average sales per person, the decisions of multiple shareholders and then there are the motivations that drive the client’s decision-making process, which is most complicated to understand fully.

The Factors You Need to Fully Understand in B2B Marketing:

• Loss Aversion
• Status Quo Bias
• Decision Paralysis
• Impact of Early Influences

Status Quo Bias

The Novel Prize winner, Daniel Kahneman, which is also the author of Thinking, Fast & Slow, shares that when it comes to the decision making it is the change perceived as risky, recognised by the status quo bias effect. In this, clients will prefer the comfort offered by the status quo unless they have a compelling and urgent reason to act. It is the reason why many promising sales opportunities end in the client not moving forward with the purchase by deciding to just do nothing.

When looking at the implications part of the value of selling, the seller needs to persuade the client into change, and at the same time assist them in recognising that the status quo is not safe. It means the seller must contrast the risks, consequences and threats in their current situation, the inaction cost and the benefits and then show them the significant opportunity available through change.

Clients Stick to What They’re Comfortable With

It is quite simply, should your client not recognise a signed contract between the future potential and their current situation they will always stick to what they’re comfortable with and what they know.

Decision paralysis

The number of stakeholders that are involved in any decision-making process normally decrease the change of a positive outcome. Should only a single person be involved the chance of success increases by 80%, although when six stakeholders become involve the change of reaching an agreement is well below 30%.

The impact of early influence

Timeframe, budget, need and authority are the main means in sales opportunities. These are the factors that most influence the decisions of people. It again makes the task of salespeople clear. They need to encourage and then enable people to see the valuable opportunity, it is always the salesperson going the extra mile to shape the vision of the prospect from a very early stage that ends up with a highly competitive advantage. The recipe for success in sales is to promote the need, focus on how the product can benefit the client, provide the client with the cost of inaction, offer the benefits to follow should the client implement the solution and be sure to influence the clients thinking from a very early stage during the journey of decision-making. Finally be open to adapting your strategy, in sales, it is one of the most important factors as every client response to a different approach.

Pinterest A Beginners Guide in Getting Started

Once you’ve enjoyed placing all your favourite photo’s or other images on Pinterest, it could become quite an addictive hobby, but if that is one of the online pleasures you have not yet experienced, then this guide is bound to get you going in no time. So, whether you are new or not yet an experienced Pinterest user, this guide will ensure you become a pro.

Pinterest Business vs Personal

Business and personal accounts look similar on Pinterest although there are quite a few differences new users should be aware of if you wish to use it for commercial purposes, create a business account, read the terms and agree to the business service terms. Users can also specify the name of their business instead of trying to fit it into the first and last name space that is part of the personal accounts.

Major benefits of Pinterest business account are that it offers a wide educational library stocked with business-focused content for new users wishing to learn more about the marketing purposes. It is great in assisting new users to set up their business profiles, tell their story and build a community, while it also offers tips on how to generate traffic to your page. Once you select the business option, it also unlocks a variety of ways to promote pins via paid advertising, which works closely with the campaigns offered by Facebook.

Business Account Set-Up

The onscreen steps in creating a business account are easy to follow and requires a business name and then a username. Ideally, you should use something very close to your business name as this will help with brand recognition while it is a fabulous way to make it easy for individuals to contact you directly via several other social media platforms.

The steps in getting started includes verifying your business website, which is perfect since visitors can then follow the link to your website, which also increases your site’s visitors total. Once set-up, remember not to remove the FTP, but before you even get there, the process does require HTML downloading and uploading it to your server before you can click the button on Pinterest to complete the process.

Admin Done & Fun Begun

That is the admin part done, and it is time for the fun to begin as the next task is to create boards and then finding content to pin to each of the boards. Users can also add a Pinterest pin it bookmarklet to their browser to ensure fast pinning of items. Name each of the boards in such a fashion that visitors can identify their interests and at the same time it makes it much easier for you to know where to pin new stuff. The boards created should cover every part of your service or business and naming it based on keywords most searched. The more you add to your Pinterest account, the more traffic you can expect, and by pinning daily, you constantly increase the content as well as content the Pinterest audience might be interested in.

What is Business to Business Marketing?

Have you ever wondered how Fortune 500 companies provide new desktop computers to 2,000 employees? These companies will never send someone to a retail store for an order that big, yet these transactions are crucial to the success of the business’ future.

B2B marketing or Business-to-business marketing essentially incorporates the sale of one organisation’s service or product to another organisation. The techniques of B2B marketing greatly depends on the same basic consumer marketing principles, but they are executed in a very different way. While consumers select products based on status, popularity, and price, B2B businesses make their decisions on profit and price alone.

Creating new relationships through various social media channels is a hot topic in the world of B2B marketing. Social media channels have opened the doors for communication between organisations. Recent studies have found that businesses are fonder of buying from companies that they can track on social media. B2B companies that are tech-savvy continuously find ways to utilise social media in an innovative way. For instance, Cisco Systems Incorporated, a world-leading networking systems seller, released a campaign to introduce a new router and only used social media advertising. The release was classified as the top 5 in the history of the company, shaving off over $100,000 in launch expenses.

Who Utilizes B2B Marketing?

B2B marketing, at its core, involves building important relationships to ensure lasting customers. This is an extremely important goal for any organisation, whether it’s a small family-owned business or a mega retail corporation. The B2B market is considered the biggest of all and manages to exceed the consumer market when it comes to dollar value. For instance, companies like IBM and GE spend over $60 million daily on good to support the organisation’s operation.

B2B marketing is primarily employed by organisations that create or develop products that most consumers have to use for, including steel. But it can also be used by businesses selling services and products bought by consumers and other organisations alike. For instance, Sprint (a popular phone seller) offers data, voice, and wireless services to both consumers and businesses. In fact, the health-care purchasing network known as VHA, recently signed a 3-year contract, valued over $1.2 billion with the popular phone seller. Sprint is currently a nationwide leader when it comes to consumer marketing and B2B marketing.

What kind of customers are marketed when it comes to B2B marketing?

The B2B marketers usually focus on four different categories:
• Organizations that utilise their products, such as construction businesses who will buy sheets of steel that will be used on buildings.
• Institutions like schools and hospitals
• Government agencies, who are considered the biggest consumer and target for B2B marketing.
• Companies that manage to resell the goods and turn around to consumers, such as wholesalers and brokers.

A successful B2B marketer can place their service or product into the right hands by simply positioning their product or service in an exciting and professional manner, understanding the needs of the consumer, and proposing the correct solution to incorporate both.