The success of B2B marketing programmes is no longer dependent on the size of your marketing budget. The shift from outbound push-based marketing to inbound pull-based marketing, the democratisation of B2B marketing technologies and the power of internet search and business social networks means that the quality of your ideas - and your ability to articulate them - counts for far more than the size of your wallet.
Attractive marketing grabs the attention of your target audience - not because of how flashy it looks, but because of how relevant your messages are to the issues and challenges they are trying to deal with. And competing on the basis of ideas rather than budgets dramatically levels the playing field.
It means that small, agile and thoughtful organisations can run rings around their larger, conventionally minded competitors - and that larger organisations that have learned to be agile can now dramatically out-market their slower-moving peers. We believe that attractive marketing has to be based on solid foundations, and in particular:
Ideal Customers and Prospects
Conventional market segmentation - based on size, sector and location - is entirely inadequate to the task of identifying your most valuable customers and prospects. Organisational, environmental, behavioural and situational factors are far more relevant to today’s B2B marketer. Here’s why…
Key Stakeholder Profiles
B2C marketers have used “buyer personas” with increasing success over recent years. More recently, B2B marketers have been applying the same underlying principles to better understand the likely concerns and motivations of key stakeholders in the buying decision process. Learn more…
Issues Trends and Trigger Events
What causes a prospect to set out on their buying decision journey, and to start searching for solutions? We help clients to identify the issues, trends and trigger events that drive the B2B buying process. Find out more…
Standing Out From the Crowd
It’s becoming increasingly difficult for companies to differentiate themselves from their competition in crowded and noisy markets. We help clients to understand what really resonates with their target audience. Here’s how…
Facilitating the B2B Buying Process
Todays B2B buyers are immune to high-pressure hard-selling techniques. They hate being sold to, but are keen to learn things that could help them address their most significant business issues. We help our clients facilitate their prospects’ buying decision process. Learn more…
Leveraging Business Social Media
The adoption of business social media by senior B2B decision makers has grown dramatically over the past two years - to a point where no B2B sales and marketing organisation can afford to ignore its impact. We can help…
Take the Next Step
We would be pleased to share what we’ve learned about helping high-growth-potential organisations to implement attractive B2B marketing programme as part of a balanced programme of sales and marketing performance improvement. As a first step, you may find it useful to self-audit your current sales and marketing processes.
As soon as you are ready to learn more, please email us at attractivemarketing@inflexion-point.com, or call us on +44 (0) 118 975 0595. We look forward to discovering whether we might be able to help your organisation to improve its performance in this critical area.