In the first part of this B2B marketer fails series, I talked about how B2B marketers fail to realize they are selling to people, not businesses. They sell to the professionals who work at a business. And though these professionals have their work hats on, they need to be convinced based on their own personal needs, ambitions, and motivations. The crux of the fail is marketers ignoring how they act themselves. Whether as a consumer or a professional, the people in the marketing department … [Read more...]
Archives for August 2020
B2B Marketer Fails, Part 1 – You Sell to People, Not Companies
Note: I don't know why, but the pandemic and WFH seemed to sap my creativity and shut out the muse. Only after realizing it had been over six months since my last post did I give myself a kick in the rear to get back at it. Every month, hundreds of millions of dollars are spent by B2B marketers trying to entice buyers from various businesses to inquire about their products. It pales in comparison to the half-trillion a year spent on ads to convince consumers like all of us to buy soda, cars, … [Read more...]
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