Thanks to advancements brought about by the Web, it’s an exciting time for businesses that sell to other businesses (B2B). In fact, generating new leads and selling to prospects has never been easier or more cost-effective.

But there is a downside. With so many opportunities available, it can be hard to distinguish a good B2B marketing strategy from a great one.

By refuting some much-touted marketing myths, this article helps steer B2B companies (and marketers) in the right direction.  Pointing to research, the article shows that, among other things:

  • Branding is more critical in B2B than in B2C marketing.
  • Getting in front of the right people (the ones with purchasing power) is far more important than getting in front of the right company.
  • Ensuring you have reliable targeting data cannot be done by relying on one source.
  • Personalization should be approached strategically.

When choosing how to get your B2B message out, it’s important to understand the industry and the solutions they are seeking to drive business objectives. With that knowledge in hand, the options to reach the audience are almost limitless. For example, a white paper, promoted via targeted B2B PR campaigns, might be the right way to reach your B2B audience.

Do you think B2B communications are more challenging than B2C communications?

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President
A leader in the Canadian public relations industry, Andrea Lekushoff has more than two decades of experience as a communications strategist and trusted advisor for some of the world’s most respected brands. Email Andrea