Case Study: B2B Marketing
People are finally beginning to sit up and notice the business-to-business (B2B) marketing movement. More companies are turning to specialist B2B agencies for strategic advice, marketing ideas and creative services to reach and woo C-suite clients.
In Asia, the distinction between consumer marketing and B2B marketing is less clear. Many marketing directors and corporate communications managers are still outsourcing various marketing support projects on a piecemeal basis to advertising, event or public relations agencies for example, instead of seeking the services of dedicated full-service B2B agencies.
Is it surprising then that these companies feel their marketing needs are not optimally met? Many traditional agencies have their roots in consumer marketing and do not have the experience needed to develop comprehensive B2B marketing programmes. A few important
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3. Target the head, not the heart
Validating and even quantifying one's value proposition is crucial for any B2B company. Unlike B2C marketing, it is always about appealing to the head, and not to the heart (or eyes or ears, for that matter). Your B2B marketing agency should help you answer tough customer questions such as, "Tell me why I should choose your company over your competitor? What value can you add to my bottom line or business plans? How much do you understand about my company's needs? How will your products or services help our company get ahead?"
In mature B2B sectors, where the offering from company to company is almost homogeneous or 'commoditised', the value proposition is less about the core product or service and more about the 'value-add' or enhancements. The challenges are different, because the central question is often, "Can you do this at a better price than your competitor?"
4. Corporate brand, product brand or CEO
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