B2B Marketing for Dummies
IAS b2b Marketing, winner of Agency of the Year at the UK’s B2B Marketing Awards 2009, has created a concise guide that highlights how to deliver the right B2B messages to the right people at the right time.
The minibook addresses key issues that anyone working in marketing may face with B2B brands. It’s easy to understand and uses clear examples of the challenges and solutions in a logical order.
B2B Marketing for Dummies ends with Ten Top Tips for success in B2B marketing:
Be patient. Remember that people in business don’t buy on impulse – they carefully consider purchases and consult multiple stakeholders.
Consider your Web of Influence. Always create a map of your market to help you make the best B2B marketing decisions.
Be thoroughly strategic. Establish how your brand distinguishes itself from the rest of the pack with a brand planning process that leaves no question unanswered.
Be focused. Create a strategic proposition that makes your brand irresistible over the competition.
Prioritise your market. Use the Web of Influence to pinpoint the decision makers who’ll give you the best return for your marketing investment.
Be choosy. Don’t waste time and money on marketing placed in the wrong channels.
Be positively different. Show people their working world in a way they’ve never seen, and they’ll want to know more.
Have multi-dimensional ideas. Remember that you need to satisfy many different stakeholders, so you need creative ideas that are flexible.
Make the most of your website. Ensure that your site caters for all of your customers and tracks their activity so you can use that information for constant improvement.
Tap into social media. Don’t get left behind – use social media networks to influence your markets!
B2B Marketing for Dummies was produced by IAS b2b Marketing and John Wiley & Sons, publishers of the ‘For Dummies’ guides. Download a copy at http://www.b2bfordummies.com/
Back to The Long Hello: making B2B marketing work for the bottom line
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