Honestly, is B2B online marketing a business discipline equal to commerce for you, or is it more of a necessary evil? Do you consider only pen orders to be part of the set of corporate marketing activities? Let’s draw a thick line together behind this marketing prehistory once and for all and look at B2B marketing a little differently .
B2B online marketing has one huge advantage that few people see – do you know what it is?
We keep saying it – B2B online marketing is a piece of cake. Instead of giving it the proper attention, one of two scenarios often happens: Either no one wants to do it, or someone who doesn’t even know about it gets involved. And then it looks like that. But you know what? It has one huge advantage – if you start doing it properly, it will be worth it and will put you above the competition .
Let’s look back in history a little. 10 years ago. The world was truemoney database rocked by “bitcoin mania”, Margaret Thatcher died and Jaromír Jágr was still playing in the NHL. What was it like in marketing back then? If we had to choose a twin on four wheels for B2C marketing back then, it would be the online marketing Porsche 911. B2B marketing would then be… well, let’s say a universal white van. In B2C, performance campaigns were run, brands were built by the hundred and six and everything was pretty shiny, perfumed, glittering.
10 years ago, B2B marketing was about ordering pens
B2B marketing, on the other hand, was about ordering branded pens and calendars with photos of the Krkonoše Mountains. Those who went a little further had their logo enable or disable error_vc_disconnected protector improved, and those who wanted to go all out had their websites designed by marketers.
What is sad is that even in 2023, we are witnessing a online marketing situation where many B2B companies do not consider marketing important. They invest only the absolute minimum in it. We could almost say that they consider it a “necessary evil”. But it is not just about money, but more about the mindset. “Everyone is doing it, so I will do it too.” But such an approach portends that it will not work.
Catalog mailings and personal meetings = marketing prehistory
Times are constantly changing, companies are undergoing major generational changes in management . The old style of B2B sales, which relied on face-to-face meetings and catalog belize lists mailings, is no longer working, with a few exceptions. It is only a matter of time before it becomes an extinct species, right next to mammoths and the dodo bird, and all business communication moves online.