| www.competitivebranding.com specialises in offering new and proven tools, tips and articles on marketing technical & industrial services and products to the B2B market. A new outlook on B2B marketing, a free B2B marketing newsletter. |
|
|
|||||
|
|||||
| www.competitivebranding.com specialises in offering new and proven tools, tips and articles on marketing technical & industrial services and products to the B2B market. A new outlook on B2B marketing, a free B2B marketing newsletter. |
|
|
|||||
|
|||||
|
Welcome to a unique online B2B marketing information site!
I hope that you will experience this web site as different from many others in that the information here will prove your thinking RIGHT regarding the marketing and sales activities of your B2B company. This site is different also in that the information offered factually has the potential of changing unwanted conditions in marketing and sales. Feel free to browse the articles of which there are many. I hope you will find some of these principles and techniques useful in your task as the top executive of your B2B company. These articles are for the top executives of B2B companies and no-one else. My goal is to assists the top executive because he or she is bearing the heaviest responsibilities in our economy but often with least support. This web site was not created to charm by its visual appearance. Instead, all such elements (called whistles and bells by web designers) have been discarded in favour of the content and to optimize the site for certain search terms so that those who benefit from these articles can find them. Within these articles, you will find new ways to achieve the goals you've set for your business activity and even exceed those expectations. These innovations are derived from a decade of marketing consultancy and close to a hundred different campaigns for various industries within the B2B sector. Clearly, if one is to get ahead in the game, new and more effective methods are needed. On these pages, I hope you'll find some of the most innovative new ideas for B2B marketing & sales.
B2B marketing — your true potential unutilised
Bureaucracy abounds in marketing, advertising and sales consultancies simply because their theories are based on opinions, not proven facts. Advertising and marketing are not exact sciences... but they can be APPROACHED from the viewpoint of exact sciences. Yet most of the consultants in today's economy have chosen the "artistic" route. And so it is with the biggest industry of this kind, namely advertising agencies. Their true expertise — and indeed the very methodology of advertising — lies within CONSUMER marketing, not the B2B sector. For the most, advertising agencies use the same (unsuitable for B2B) bag of tricks for every one of their business-to-business clients, you and your competitors alike. Thus, everyone pays through the nose to receive campaigns which actually neutralise each other. Advertiser-originated ideas for campaigns do not work well within the business-to-business sector. With consumers, the advertiser or the ad agency CAN decide what message they want to pound home with their million-class media budget... but with B2B, we are selling to professional buyers who cannot be "hypnotised" into buying a certain brand just because it's "cool" to do so. In B2B marketing, the strategy has to begin with what the intended customer thinks, how he sees his own realities (and your services) and what he feels he needs. The advertising sector has become an authority on "what works in marketing" despite the bulk of the evidence proving the contrary. B2B advertising and marketing works poorly and puts tremendous pressure on the sales team as they literally have to PULL the prospects from nowhere and work hard to make a sale. Ask any ad agency and they'll tell you it's completely unrealistic to expect prospective clients to contact you out of the blue to demand your services. They'll tell you how at best they can spend lots of your money to achieve a few contacts... and that you shouldn't expect miracles.
New methodology for B2B marketing
Is there NO way of appealing spot-on to the exact needs and wishes these decision-makers have? Is it inconceivable that you could know with certainty WHAT to offer, HOW to offer it, so that you could create instant decisions in the mind of prospects on YOUR solution being the only one they'll consider? Is it really completely preposterous to imagine that there could be an exact scientific way of fact-finding and presentation which would create that image for your services of being precisely what they've always wanted but though unobtainable? Or, is it just that the tired old (though continually revamped) "tricks of advertising" simply do NOT communicate the correct message to the target group? You need to offer exactly the right thing the right way to create instant strong interest and make prospects take action on their own. Everyone knows that, right? But the question was... do you believe it cannot be done, that with YOUR line of products / services there simply isn't anything that could be done to improve sales at all? Well, I know it IS possible because I've accomplished just that with so many B2B campaigns. But you should NOT take my word for it. That's right.
Be your own advisor because your decision is more right than anyone else's
In fact, my one piece of advice to you is that you take NOTHING for granted, accept NO-ONE'S authority without first self inspecting the information for validity. Always evaluate the data before accepting it. Think for yourself and trust your own decision only. That's what got you where you are now so obviously it is the successful action... and YOURS the best viewpoint for you and your company. With that said, I welcome you to a new experience. Some of these articles may present facts that startle or even frighten you. Some may offer workable answers to questions whose solution has been long overdue. These ideas may amuse or frustrate you. You might feel a host of emotions while reading these articles. I can't say what you'll fee. All I promise is that they will MOVE you in one way or another. Whether that's a good thing or not, I leave up to you to determine. Welcome to the online B2B marketing library. May you never see the world quite the same way after reading these articles!
Best wishes, Harry Kafka |
|
|
||||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||||
|
| B2B Links & Resources | B2B Link Exchange | Contact Us | Direct Mail Marketing Links and Resources |
||||||||||||||||||||||||||||||||||
|
|
||||||||||||||||||||||||||||||||||
Welcome to www.competitivebranding.com web site.
The
advertising industry is not necessarily the best mentor for the
B2B sector for several reasons.
Well, is it really
impossible to create marketing communication that creates
genuine and strong interest in your target group?
I
do not want you to accept what I say on these pages.