We call it business to business marketing . . .

But when it comes down to it, it’s still people you’re marketing to – with all our complex emotions and agendas.

And addressing each of these facets effectively is the secret to effective B2B marketing. . .

In general, you need to address three prospects, in a sense:

Prospect #1:  The business representative you’re selling to in their official capacity, representing the interests of the business they are part of i.e. the formulator seeking the most bioavailable form of CoQ10 to incorporate in their new heart-health formulation. They need the technical details and facts that can help convince them this the right product or service for their business.

Prospect #2:  Really the same as Prospect #1, Prospect #2 is the person behind the official title i.e. Andrea (the formulator) who is really excited about creating something that will make her company shine. Andrea may also be worried about how her career will be jeopardized if she makes the wrong choice and the formulation doesn’t outpace their competitors. She may also be frustrated trying to get the research data on the different ingredients she’s considering.

In general, in addition to the business concerns, each prospect has personal concerns as well that come into the purchase decision.

Prospect #3: The prospect Andrea and her business is trying to reach. What are consumers looking for in their heart-health formulations and CoQ10 supplements? How can your product or service help them stand out in the marketplace and reach the people they want to secure as customers?

Pull these different facets together in your B2B marketing and you’ve got a formula for success.

Need to get some strategic B2B marketing off the ground? Send me an email at info @ healthymarketingideas.com (remove spaces) and we can set up an initial half-hour phone meeting.