This past week I was asked to review the website of a company that's going through growing pains, having trouble getting their messaging down and not making any headway. Once I saw their site and social media communications, I could tell why they were having a problem.
This company sells high end, state-of-the-art custom software to solve a very specific business problem, yet they were communicating as if their end-user was a consumer. Their image came off juvenile and unprofessional even though their software solution is targeted to C-level executives.
Here's four differences to keep in mind when going B2B:
1. In B2B keep a check on your enthusiasm. You know what I mean — lots of exclamation points! Really high energy!! It's great to be so confident that your product or service is the best in class, just don't overdo it. If you prove it with facts, business folk will get it. Take it easy with exclamation points and overly bubbly language.
2. Testimonials must be positioned differently as well. Theirs were presented using first name only, no title or industry or company or last name. To me these appeared more like online reviews. Testimonials, combined with Case Studies or White Papers positioning your business as expert is a much better tactic to sell B2B.
3. Use the right communication vehicles. Direct mail is still the very best way to get the attention of a business owner or C-Level executive. Combine tangibility with a great sales call and you've got a fighting chance. For example, try testing a mailing and then follow up with a call. If it's a great mailing that stands out in some way the follow up call becomes much easier for your sales force. Email isn't nearly as powerful for a number of reasons not the least of which is that in my own inbox on any given weekday I receive 200+ emails amongst my various email accounts. I think we all are experiencing some level of digital drowning these days.
4. Timeline requires patience. Conventional marketing wisdom says it takes 3-5 touches for a consumer to make a purchase decision; 9-10 for B2B. This longer sales cycle requires patience and a lead nurture plan to close more sales. Using several communication channels will help stay in front of your leads. Here's where a strategic email stream (with their permission, of course) can help convert leads to sales. Tangibles such as White Papers, brochures, sell sheets and the like also play a role here as follow ups.
In the B2B game making a big impact in a professional manner is the key to success!!!! (Kidding.)
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