B2B Marketing
A proposition is a very simple thing. It’s the response to the request: “Give me one good reason why I should buy your product”. Yet too often in B2B marketing when faced with that request we lapse into what is known as the Elevator Speech. The Elevator Speech itself is a simple concept. You’re standing …
Continue reading “Why we B2B marketers need to sharpen our propositions (and how to do it).”
Once upon a time, in the days when the world wide web was just a gleam in Tim Berners-Lee’s eyes and direct mail was an actual *thing*, I started out on my career in marketing. The financial services company I worked for had recently appointed BBH’s newly-formed below-the-line* agency Limbo to work on its direct …
Since the dawn of B2B marketing, there seems to have been a raging debate about whether B2B buyers act more rationally than consumers. Classicists argue that the business procurement process is designed to eliminate irrationality and engender accountability across the entire purchase process. The involvement of multiple B2B stakeholders in that process helps ensure that …
I was recently tasked with reviewing the thought leadership output of several hundred law firms in the US and UK for a major client desk research project. Something that struck me upon clicking through the home pages of site after site after site was how distinctive the first impressions created by most of them seemed …
