The role of ‘Value’ in B2B marketing
In B2B, Value comprises Five Factors: Response, Service, Time, Quality and Price.
These are the criteria that influence and motivate B2B buying decisions. This extract from an ealier post looks at analysing how products, services and processes create Value in relation to each of the Five Factors.
It is a simple approach, but it produces bottom [...]
Leveraging B2B buying motivators
Developing B2B marketing communications for bottom line results.
All marketers understand the need for getting the right messages to the right people. What’s not so straightforward is defining the messages and who should be getting them.
Marketers need to be looking at what their market is buying, because B2B marketing is not about selling, it’s about buying.
An incisive approach [...]
Preventing price pressure
As one of the two objectives in B2B marketing, the task of preventing price pressure has a lot to do with communication.
In terms of the Five Factors of Value, Price is ranked as the least influential of the five B2B buying motivators. It’s also the component of Value with the most straightforward definitions: Competitive, Rational [...]
Outcomes make the difference: differentiate or die…
Just as no two individuals are the same, no two companies are the same. We are all different.
As individuals, we are not necessarily very good at describing ourselves. Because we often take them for granted, we tend to think that our experience, abilities and skills are either somehow self-evident or not particularly significant to those [...]
Recession marketing. No such thing?
Protect market share. Maintain margins. Demonstrate value. Cut costs. Increase ROI. Get closer to customers. Build relationships. Innovate. Drive the brand. Boost visibility. Neutralise competitors. Refresh the message. Take cover!
Around July 2008, I started getting mails about how to protect your business in hard times. About how such-and-such could demonstrate how to do all or [...]
