The B2B Missing Link

by Rob Rutkowski on June 12, 2010

I’ve started four companies in my career, and I’m two for four.

(One day scientists will isolate the exact hormone that allows women to forget childbirth so they can have a second child; it will be the same hormone that makes ANYBODY start a second business.)

I spend a lot of time studying all my marketing efforts (SEO, social, article writing, blogging, speaking engagements, etc) and I stay on top of up-to-the-minute changes in marketing technology and practice.  I’m in the process of moving my entire site to a WordPress based Thesis theme, which involves a complexity that makes me dizzy.  But it allows for some specific SEO tactics I need, as well as building out my speaking engagements practice.

But…and this is an important but…the tactics aren’t the important part of your B2B campaign.

Sure, you better optimize your sites and SEO along keyword strategies.  (I’m about to launch a new company that will specialize in ground-up SEO optimized sites for B2B, that’s how much I believe in this). Sure, you better combine and test inbound AND outbound marketing campaigns, and coordinate them with your sales teams.And yes, you better have a system that combines your blog to Facebook, Twitter, LinkedIn, Plaxo and a dozen others — bare minimum.  (I sell a system that connects all your social media automatically.  Takes an hour and I do it for you.  Couldn’t be easier.)

Now, here’s the most important part of your marketing:

Your message.  duh. What I’m finding is while there is always the next big digital or marketing tactic (Mobile! Social! Blimps that Poop Coupons at the Hockey Game!), nothing really changes on the messaging side. IOW, you better say the right things no matter where you show up. And I find very, very few consultants who know how to do this.

Even most ad agencies are still geared toward brand management, and that’s not applicable to the zillions of businesses that aren’t a soda or car company. Those zillions of businesses still need to make a case for their product or service based on what matters to their prospects; and they’d better prove value. Nobody at the B2B marketplace (where I mostly specialize) buys because they like your website. No, they had a selection committee, a budget requirement, a regulatory need, a broken system, etc etc. and the winner made the best argument at meeting those needs.  Period.

Okay.  Now you know.  Now what?

You probably need help.  That’s the bottom line.  And it happens to be what we do best.  We use a system we created over 21 years that tells you exactly what to say in your marketing.  Exactly.  Like the right words.  The right tone.  Everything.  And we work with your marketing director so you use your internal resources to implement.  That’s what they’re good at, that’s where you want them pointed. If you’d like to have a conversation about doing this for your business, contact me at rob [at] fierceselling [dot] com.

Enhanced by Zemanta

Leave a Comment

Previous post:

Next post: