From Danielle Wintrip, Wintrip Communications

Scannable and smart snippets to improve your marketing know-how.

B2B is Different: Relational vs. Transactional

For consumer products like dish soap, the brand-customer relationship is often transactional.

In B2B marketing, the relationship is more complex and long-term, involving ongoing engagement, support, and consultation.

The Purpose of B2B Marketing

1. Establish, maintain, and strengthen relationships.

2. Provide people with appropriate material for their research.

This could be controversial.

Why?

Because I didn’t include the words leads or ROI.

Because most of us don’t have a mature enough marketing program to focus on ROI or lead generation.

So, don't spend a lot of time reading marketing material that talks about ROI and lead gen and “10x your sales” and “make six figures in one launch” marketing.

Instead, spend that time calling a client to see how things are or writing a note to a former client to catch up.

​As my friend Judi says, "There are diamonds in your backyard."

Distractions from Purpose

Last month, I warned you about the villainous band of Marketers Marketing Marketing who sell complex systems and other marketing shiny objects.

Shiny objects distract you from the true purpose of B2B marketing.

1. Establish, maintain, and strengthen relationships.
2. Provide people with appropriate material for their research.

Instead of seeking out new toys, try organizing the marketing material you do have.

WDTM*: USP?

*WDTM= What Does That Mean?

USP = Unique Selling Proposition =

UVP = Unique Value Proposition

Both USP and UVP refer to how your service differentiates from the rest.

Your UVP can be fashioned from the following prompt:

Who your customers are + What you provide them + Why they buy from you

Fashioning your UVP/USP is perhaps the most difficult and important marketing task of all. This is definitely one of those tasks that takes a village and time to get right.​

sitcom quote

"It may not work out how you think it will or how you hope it does. But believe me, it will all work out." — Ted Lasso

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Danielle Wintrip, Wintrip Communications

Marketing for B2B Services

​danielle@wintripcommunications.com​

416-825-3424

​Book a 15-minute call​

​www.wintripcommunications.com​

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