{"id":16255,"date":"2016-02-18T09:19:56","date_gmt":"2016-02-18T14:19:56","guid":{"rendered":"http:\/\/exob2b.com\/en\/?p=16255"},"modified":"2023-12-14T16:29:07","modified_gmt":"2023-12-14T21:29:07","slug":"4-b2b-marketing-notions-you-dont-learn-in-school","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/4-b2b-marketing-notions-you-dont-learn-in-school\/","title":{"rendered":"4 B2B marketing notions you don\u2019t learn in school"},"content":{"rendered":"

I practically still had my graduating cap and gown on, when I joined Exo B2B as an Analyst. Having spent hundreds of hours in school and having had student jobs in sales to improve my knowledge in marketing, I was very surprised to see that many B2B marketing concepts are simply not (or almost not), taught in schools. Here then is a list of the 4 B2B marketing notions you need to know about for your job search.<\/p>\n

What would have been good to know …<\/em><\/h2>\n

1. Content is King<\/h2>\n

Content creation is a constantly discussed subject in marketing; most marketers are, I hope, aware that “inbound” marketing is being given greater and greater priority than traditional or \u201coutbound\u201d marketing. The goal is simple: to attract potential customers to our products and services with content that is interesting and useful to them.<\/p>\n

However, what surprised me is the manner used to reach consumers. Usually, marketing uses relatively short general statements with precise and incisive words, invoking strong emotions. In B2B however, what works best is carefully phrased industry jargon, demonstrating expertise and enabling learning. So don\u2019t be surprised to hear about laser-induced breakdown spectroscopy or multi-service transmission solutions for network migration..!<\/p>\n

2. Generating sales<\/h2>\n

It\u2019s clear that content marketing helps attract potential customers to our company. However, to generate sales in B2B marketing, you have to have “qualified sales leads” or, \u201cqualified sales prospects\u201d.<\/p>\n

Prospects<\/em><\/p>\n

In my mind, this word is a term used for young elite hockey players! I soon learned that these \u201cprospects\u201d were actually potential active customers, carefully monitored through a company\u2019s CRM (A term you must absolutely be familiar with, if you are hoping to be interviewed in the near future!)<\/p>\n

3. Better late than never<\/h2>\n

I quickly learned that a company\u2019s B2B sales cycle is much longer than it\u2019s B2C sales cycle because of the number of stakeholders in the decision making process as well as the long-term reasons for the purchase. Buying a meal is usually faster than buying an air compressor system for an entire hospital. Let\u2019s use buying a poutine as an example: In B2C: you\u2019re hungry so you decide to buy what you think will be the best tasting poutine. In B2B, you’ll look for a specific poutine that can offer you more cheese per square cm in the Ahuntsic area, every Friday through to the year 2017. Furthermore, your girlfriend and your mother must also agree on your choice. Not easy.<\/p>\n

So, this is why it\u2019s important to plan conversion programs for potential customers who are not yet ready to take action at a certain time. Hence the importance of a well-established CRM system, in order to track the potential prospect throughout their buying cycle.<\/p>\n

4. Generation gap<\/h2>\n

The first mistake a client makes sounds like this: “For years, my sales have been doing great and I\u2019ve always made decisions using my gut feeling<\/em>. I don\u2019t need help with my marketing; my marketing is fine. ”<\/p>\n

Of course, in B2B marketing, we are very often working with traditional industries. Sometimes, there are no \u201cmarketing plans\u201d and our profession is often completely confused with the “sales” function of the company. Don\u2019t you think that a long term marketing plan, based on a strategy focusing on the company\u2019s strengths, would make it possible to increase sales in a meaningful way?<\/p>\n

If your answer is no, I hope your gut feeling<\/em> proves to be reliable for a long time. Knock on wood, as they say. In short, this means that it\u2019s necessary to develop a \u201csalesy\u201d aspect to our personality to be able to educate, persuade and finally, sell marketing services to a customer (hence the importance of mastering the famous sales “pitches”).<\/p>\n

Finally, I hope this blog will have had some positive effect on our varied readers. For students \/ graduates, these concepts could help you create a competitive advantage during future interviews. For others, I hope this has helped open your eyes to the importance of prioritizing B2B marketing education among young people for years to come … because B2B commerce is experiencing a meteoric rise<\/a>[1]<\/a>!<\/p>\n

[1]<\/a> https:\/\/www.valtech.com\/blog\/will-emerging-b2b-growth-eclipse-that-of-b2c\/<\/p>\n","protected":false},"excerpt":{"rendered":"

I practically still had my graduating cap and gown on, when I joined Exo B2B as an Analyst. 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