B2B Without The BS
B2B Without The BS is a frank and fast-reading guide to marketing strategy, marketing tactics and sales management in the unique B2B space. It starts with the idea that most of the marketing and sales rules we learn in classes or from colleagues are based on selling to consumers. The B2B world turns this on its head — which means that too many B2B products and services go to market the wrong way, waste money and fail to achieve their true potential.
B2B Without the BS is written for B2B executives facing the tough challenges of growing their businesses in today’s hyper-competitive markets. The authors share principles, insights and anecdotes gained in 20 years of working with B2B companies in sectors ranging from industrial services to high-tech products. They provide no-nonsense advice about delivering value, adapting to marketplace change, targeting customers and pricing competitively. They explain how to save money and get the greatest return on investments in advertising, public relations, direct marketing, Web marketing and sales support. And they offer step-by-step guidance on proactive B2B selling and management of the B2B sales process, from initial contact through the close.
Download a Chapter - Free
- Why B2B Isn't Like B2C “Most of the common wisdom about marketing that we learn in a class or absorb while doing business is based on selling to consumers. The B2B world turns most of this on its head. "
- Advertising “Advertising is the most expensive and indirect way to make contact with people you hope may be customers. It’s the first thing most business people think about when the subject of customer outreach comes up. And in our experience, it’s completely inappropriate for the majority of B2B companies."
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