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B2B Marketing

Business-to-business markets and the parable of the bath tub

Typically the number of customers that a business-to-business company deals with can easily be captured on a modest spreadsheet. 90% of business-to-business companies have less than 500 customers.
These customers can be regarded as water in the bathtub. Let us continue with our hypothetical business-to-business company that has around 500 live customers that it supplies

Any ‘Boring’ B2B Product Can Find Its USP

Many businesses operate on the assumption that their product is “one of many” and that a USP is not a key part of their strategy. We recently conducted a survey amongst 226 B2B marketers in Europe and North America, which revealed a low belief in the uniqueness of their own products. On average, people rated

Understanding the Purchasing Decision

A man goes into a bar and orders a double whisky. He doesn’t ask the price of the whiskey before he places the order and he passes across a $20 note to make the payment. He doesn’t check the change. The next day in his workplace, the man opens a spreadsheet to compare two potential

10 Ways to Market and Sell Your Offer on Value Rather Than Price

 
Over the last 10 years, competition in most markets has been increasing and margins are being put under greater pressure. In response to this, many businesses have started to rely on price as a means of competing. So, has this marked the end for value selling?
The answer, quite simply, is no. While

Sales Versus Marketing: Poles Apart

 
Sales versus marketing. It is not uncommon in business for the two disciplines to be clumped together but, in reality, the two functions are often worlds apart.
When it comes to the not insignificant matters of product, price, promotion, audience, brand reputation and strategy (to name but a few), a company’s sales teams

B2B Marketing Has Changed: It’s All About Digital

Yesterday marked the 25th anniversary of the World Wide Web. So, today, we thought we’d mark the occasion by looking at why online has become so important for B2B marketing.
B2B marketing is going digital. In fact, it already has gone digital. Recent research by the CEB Marketing Leadership Council revealed that b2b buyers

How Effective Is Social Media in B2B Markets?

Over 90% of businesses are believed nowadays to use social media as a marketing tool to increase their exposure. So, what are the benefits to b2b companies of using social media?

Use of social media improves a company’s overall online presence

For B2B markets, the greatest benefit of social media

Gamification and Its Role in B2B Markets

Gamification is the process of turning an activity into a game to encourage engagement. It can be used to transform any tedious chore into a fun or amusing game. While the concept of gamification is fairly new, the use of games for our entertainment and enjoyment is not. So, how can gamification be used in

10 Top Tips for B2B Marketing Success, in one handy presentation!

2014 will no doubt be a big year for b2b marketers. We hope our latest ’10 Top Tips For B2B Marketers To Make 2014 A Success’ series went some way in providing inspiration for your own 2014 marketing plans. To help you even further, we have compiled all 10 tips into a handy presentation which

Top Tip 10: Dealing with shorter attention spans

It’s day ten of our ’10 Top Tips For B2B Marketers To Make 2014 A Success’ series and the final tip of the series looks at how you can deal with shorter attention spans! We hope you’ve enjoyed the series and found our tips both interesting and useful. To read yesterday’s top tip, click

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