B2B Marketing

 

B2B sales can be very complicated and protracted affairs and involve multiple points of touch at different stages. To add to the complexity, they can be with different organisational stakeholders at different points in the sales cycle.

As a marketer your job does not stop at the brand awareness  building stage but you should enter into a dialogue with your future customers well into close stages

A specific personal experience I had lives vividly in my mind and always brings a smile to my face, whenever I recall it. When I was posted overseas to Kazakhstan where I was responsible for sales and marketing of confectionery for a leading Western brand, I was invited to the home of our warehouse director for a feast called ‘datsarkhan'. The host brought out a sheep's head that had been boiled

In a world of slower market growth, globalisation and increasing commoditization, all companies struggle with how they set themselves apart from the typical convergent ‘me-too' offerings so prevalent in industries. As such they look to innovation to help them but tend to take a myopic view of innovation across dimensions of R&D and New Product development.

Mohanbir Sawhney, director of

A high tech firm was looking to prioritize their plans for the coming year. The full senior management team was in attendance. In reviewing their efforts the head of marketing noted that they were averaging 12,000 hits per month on the company web site.

Unfamiliar with the term, the CFO asked what ‘hits' were and before the marketing executive could answer the sales executive said. "It's an