It’s simple. Marketing is about getting in front of prospects when they are ready to buy. That’s all well and good for lower cost items, like toasters and pants, but it doesn’t play out when marketing high ticket items that have complexity like B2B products and services. Let’s face it, most of these products lack the “wow” factor. They are utilitarian in nature, and any “wow” lies deep beneath the surface, no matter how “cool” of a name that the product has.

Why do people buy B2B products and services? Because they believe that those services will provide a specific benefit to them. The products must either save money for their organization, or they must offer the ability for the organization to be more productive (both, really).

In order for the B2B buyer to see the value in the product or service, they are going to need to understand some of the complexities involved. Those complexities are going to have to be explained, and that knowledge is going to have to sink in and resonate with the buyer.

In order for the seller to get an opportunity to help the buyer to understand these complexities, and prove the value of the product or service, the buyer will have to be interested enough in what the seller is offering to make some time for the salesperson to speak with them and present the offering.

What is the best and most efficient way to get those busy professionals, who are so mired in their work that they don’t have time to read the “blog” that you advertise on, who you think will benefit most from your B2B product or service to know who you are?

Well, the fact is that most people (myself included) need to be hit over the head, and more than once in order for them to pay attention to anything new, regardless of how good it is, especially if it’s not full of cool color and a touchscreen that does everything for you. TVs with great picture quality can sell themselves. People just need to see them working. B2B products and services can’t make that kind of splash on their own. They just sit there, waiting.

If all of the wonderful products and services were invited to a dance, B2Bs would be standing against the wall all night, while all of the B2Cs partied down on the dance floor, moonwalking and breakdancing the night away. Oh, sure…B2B’s are the good students, they work superhard and get great grades, but no one cares about that at the dance, do they?