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Yet again, business to business marketing strategies are a topic I feel like I and many others have just recently discussed at painful length. This leaves me wondering why the internet is so abuzz, right now, with people looking to research these, and not finding what they’re looking for. I have spotted a trend with the internet, over the past couple of years, where information stops being easy to find way too quickly, resulting in us writers having to repeat ourselves way too much. Why that Matters: Well, the problem you have with this is, you do have to talk about this semi frequently, to be sure later readers or newcomers to fields get information that’s still important. But, at the same time, with status quo comes lack of anything new or interesting to talk about. Given most sources of this kind of material have talked about business to business marketing strategies blue, that’s definitely going to be the case. Nothing’s Changed: Well, for now, no. Since a few months ago, nothing new has come along. The same strategies that were pursued then should still be pursued, and the ones that were to be avoided then are, you guessed it, still to be avoided! Difference from B2C: The biggest thing is that a lot of marketing rules are fairly constant across the board, so a big part of being smart with B2B is all about knowing what differences there are, and why they matter. Again, this isn’t something new, but we may as well look at them. Demeanor: The demeanor for appealing to a business is far more no nonsense and financial than it is to consumers. You see, a consumer has their money on their mind, but financial imperatives can be somewhat overridden by wow factor and pumped up prestige. Flash sells. Businesses are far less easily swayed. How does your product or service make their lives easier, save them money and benefit their further success? Mediums: Some mediums don’t work when people being targeted are on the clock. Using radio, video and the like can reach some, but won’t reach most. Because, most people, while on the job, aren’t supposed to be watching or listening to that. You’re far better off with social networks, email marketing and other channels that are things they can glance at occasionally, or should be watching for work anyhow. Content: Finally, it comes down to content, which heralds back to our first point. You need far more down to earth information in your outreach material. Discuss why your product or service works, how it works, and give hard data for how it’s beneficial to businesses, or if you want to really hook people, specific businesses you’re targeting. That takes research, effort and a bit more time per campaign, but with hard work comes better results, and more results of course. Conclusion: I know it doesn’t seem like much, but that’s because this is all so widely documented and simply hasn’t changed much in the last year or so. So, if you were familiar with business to business marketing strategies in six months ago, you’re still just as familiar. If not, now you are!



James Mello
James is the Lead Author & Editor Product2Market of Blog. James writes for the Product2Market blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Product Marketing.