{"id":6343,"date":"2013-10-15T11:53:10","date_gmt":"2013-10-15T15:53:10","guid":{"rendered":"http:\/\/exob2b.com\/?p=6343"},"modified":"2021-12-14T16:06:59","modified_gmt":"2021-12-14T21:06:59","slug":"top-10-cliches-b2b-marketing","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/top-10-cliches-b2b-marketing\/","title":{"rendered":"Top 10 \u2018clich\u00e9s\u2019 on B2B marketing"},"content":{"rendered":"<p>A few days ago, while in a meeting with a client, we were interviewed:<\/p>\n<p>&#8220;Is it easy for you to sell the concept of B2B marketing and services to companies that often have no idea of this concept?\u00a0 You know, after 10 years, people still think that marketing is synonymous with beautiful flyers, catchy logos, etc. \u00a0I\u2019ve been told \u201cHey! I like it, I think it&#8217;s beautiful! Therefore, our marketing is great\u201d.\u00a0 As if communication is the sole purpose of marketing! \u201c<\/p>\n<p>This led me to reflect on the reacurring clich\u00e9s of B2B marketing. \u00a0I then decided to question the Exo team. Here are some intakes, in no particular order, about B2B marketing<\/p>\n<h2><strong>1.\u00a0David\u00a0:\u00a0<strong>&#8220;There\u2019s no need for marketing. I&#8217;m going to lunch with a client and he will give me some business\u201d<\/strong><\/strong><\/h2>\n<h2><strong>2.\u00a0David\u00a0et\u00a0Nathalie\u00a0:\u00a0\u201cWe will participate to a trade show\u201d<\/strong><\/h2>\n<p>Don\u2019t confuse tactics with strategies.<\/p>\n<h2><strong>3.\u00a0David\u00a0:\u00a0\u00ab\u00a0We don\u2019t need marketing, we just need to hire an experienced sales person\u00a0\u00bb<\/strong><\/h2>\n<h2><strong>4.\u00a0Nathalie\u00a0:\u00a0\u201cWe don\u2019t need marketing, we already know all our clients\u201d<\/strong><\/h2>\n<h2><strong>5.\u00a0Me\u00a0:\u00a0<strong>\u00ab\u00a0Our clients don\u2019t use the internet\u00a0\u00bb\u00a0<\/strong><\/strong><\/h2>\n<p>\u2026I suppose they still use a type writer and a fax machine?<\/p>\n<p>Source\u00a0:\u00a0<a href=\"https:\/\/livslife3.tumblr.com\/post\/34469061382\/when-the-other-grades-finally-realize-that-they-can\">https:\/\/livslife3.tumblr.com\/post\/34469061382\/when-the-other-grades-finally-realize-that-they-can<\/a><\/p>\n<h2><strong>6.\u00a0Nathalie\u00a0:\u00a0<strong>\u201cOnline strategies are good for B2C\u201d<\/strong><\/strong><\/h2>\n<p>\u2026because your clients never use the web. They will never go on your website either. Of course they won\u2019t!<\/p>\n<h2><strong>7.\u00a0Me\u00a0:\u00a0<strong>\u201c<\/strong>We alone sell our marketing\u201d<\/strong><\/h2>\n<p>There are many people who confuse sales and marketing. It&#8217;s a good idea to integrate them, but thinking that its strategy will stop at &#8220;we are selling&#8221; is not enough.<\/p>\n<h2><strong>8.\u00a0Me\u00a0:\u00a0\u00ab\u00a0Our clients don\u2019t use social media\u00a0\u00bb<\/strong><\/h2>\n<p><strong>\u2026<\/strong>Ok, it\u2019s possible, but are you saying that you clients will\u00a0<em>never<\/em>\u00a0use social media?<\/p>\n<h2><strong>9.\u00a0Lynda\u00a0:\u00a0\u201cI don\u2019t need to do research, I know the market. I\u2019m able to get good feedback from my clients\u201d<\/strong><\/h2>\n<h2><strong>10.\u00a0Lynda\u00a0:\u00a0\u00abStrategic content? 2 blogs per week? PFF, this is impossible! After 2 blogs post, we\u2019ll have nothing to say. Exo, I challenge you! \u00bb<\/strong><\/h2>\n<h2>\u2026an added bonus: &#8220;marketing is a pure expense; there\u2019s no ROI when it comes to doing marketing.<\/h2>\n<p>Then to counter all these prejudices and false beliefs, I want to say that Yes, in marketing B2C, the link is certainly sometimes not as obvious between the marketing effort and the return on investment (ex: TV advertising = sales?). However, in B2B integrated marketing with sales, performance is measured in several ways: lead generation (this is a marketing job), the conversion of leads to sales opportunities versus sales alone.<\/p>\n<p>The leads generated by marketing are commonly through online activities. If your site is well designed, it should encourage users to interact. For example: subscribe to a newsletter, download information, open an account, etc. These calls-to-action are used to collect contact information from clients, potentially converting them into customers.<\/p>\n<p>What about you? What are your thoughts on B2B marketing? Have you heard anything about this subject?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A few days ago, while in a meeting with a client, we were interviewed: &#8220;Is it easy for you to sell the concept of B2B marketing and services to companies that often have no idea of this concept?  You know, after 10 years, people still think that marketing is synonymous with beautiful flyers, catchy logos, etc. <\/p>\n","protected":false},"author":2,"featured_media":12027,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,2],"tags":[],"class_list":["post-6343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing-and-b2b-business","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top 10 \u2018clich\u00e9s\u2019 on B2B marketing - ExoB2B<\/title>\n<meta name=\"description\" content=\"I decided to question the Exo team. 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