B2B Marketing Insights
The MarketingProfs B2B Forum in Boston provided some great insights into B2B marketing on topics like sales and marketing alignment, lead generation and social media. One of the key takeaway themes for companies engaged in B2B marketing is to engage your prospects based on behavior rather than just demographics.
The study of psychology informs a lot of marketing research, and it's wise to keep basic human behavior in mind when developing marketing communications. Rather than just focusing on functionality and features, your marketing should offer solutions or problems and appeal to to prospects on both a rational and emotional level. It' s also important to use multiple channels to reach your buyers, including social media, direct mail, email and mobile marketing. Your goal of your marketing should always be to appeal to the buyer on their terms.