Navigating the complexities of B2B markets
Sales and marketing in B2B are very different from B2C. Developing a clear message that resonates with a diverse B2B audience is challenging. “Content” is specialized technical with increasingly digitized support processes and e-business. rely on referrals, relationships, word of mouth, qualified distributors, direct sales, and trade shows.
Market data is often not publicly available or insufficiently detailed. Segmentation approaches tend toward “one to one” with high value-added “custom” solutions, optimized with respect to application processes and related “pain points.”
Personal relationships with various decision makers’ count: executives, entrepreneurs, investors, technical experts, production and product managers. Sales arguments are rational and technical: “return on investment” (ROI), “total cost of ownership” (TCO), efficiency (KPI), “global carbon footprint” (GCF), “industry 4.0/5.0”.