Eight B2B Messaging Fails - and How to Avoid Them

Posted by Larry Kenigsberg on Sep 28, 2022 10:30:00 AM

B2B messaging should clearly explain the unique selling propositions (USPs) and myriad advantages of your solution to everyone participating in purchasing process. Sometimes, that just isn’t achieved.

Fail 1 - The “too-broad” B2B messaging

General marketing blah-blah is not appreciated. Technology products are very rarely designed for general use, and the more specific you message to your personas, the better. Messaging must make it immediately apparent who benefits from your product and how.

Read More

Topics: persona, customer communications, message, messaging, B2B

B2B Messaging: Why It’s Different - and More Difficult - Than B2C

Posted by Larry Kenigsberg on Sep 14, 2022 7:04:33 PM

Robert, CMO of a cybersecurity business, devotes his energies to making his company’s solution stand out in a very crowded marketplace. He ensures his marketing and sales teams stay on top of the latest available analytics, CRM, social media, and other technologies that’ll help them achieve his goals. While Bob is a super-effective CMO, he’s also a fanatical sportsman - forever trying to fit tennis matches in his already busy schedule - as well as a devoted dad of three.

Read More

Topics: marketing, message, messaging, B2B, customer journey, integrated marketing

B2B Buyers Have Changed. Have Your Marketing Tactics?

Posted by Larry Kenigsberg on Sep 13, 2021 2:45:00 PM

Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.

Read More

Topics: marketing, sales, client relations, B2B, marketing strategy, tactics, buyer journey, sales funnel

Seven Powerful Opportunities that Impact B2B Marketing

Posted by Amy Kenigsberg on Sep 6, 2021 11:30:00 AM

In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.

Read More

Topics: content, marketing, brand, customer communications, B2B, marketing qualified leads, sales qualified leads, sales funnel, trends, customer journey

Why Integrated Marketing is Essential for B2Bs

Posted by Amy Kenigsberg on Sep 1, 2021 3:54:00 PM

Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters - a lot.

Read More

Topics: marketing, brand, customer communications, Account-based marketing, influencer, B2B, customer journey, integrated marketing, influencer marketing

B2B2C: The Marketing Model Takes Hold

Posted by Larry Kenigsberg on Oct 15, 2020 9:15:00 AM

Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.

Read More

Topics: content, marketing, inbound marketing, customer communications, messaging, PR, sales, b2c, influencer, B2B2C, B2B