In AdAge’s Small Agency section this week, I came across a great article that reminded me of an important concept. Even when working in the Business to Business market segment, you have to remember that you’re marketing to PEOPLE. I love the line Milan Martin uses:
No matter how many times I see the phrase “business to business” I can’t get the image out of my head of someone shouting at a large, faceless corporate HQ building.
When you’re doing B2B marketing, you’re not markeitng to a business. Businesses don’t make decision. People make decisions. People think about problems. People feel pain and look for solutions to that pain. Ultimately people take action. If your B2B marketing message isn’t as powerful as any consumer marketing piece, you are selling youself short and you will simply not be as successful!
B2B Advertising Can Be Sexy – Small Agency Diary – Advertising Age.
