A Review of a good book on B2B Marketing
I recently received a reviewer’s copy of the book B2B AtoZ by Bill Blaney – which covers B2B marketing. I get many books sent to me, especially since I’m the host of the extremely popular online TV show, Marketing Made Simple TV. I give this book 4 1/2 stars out of 5. A very, very good marketing book indeed.
The book opens with the statement “B2B Marketing Had Changed” and boy, is he ever right! When I was graduated from the University of Notre Dame with a Marketing degree in 1982, marketing was simple. Buy a bunch of ads and put them on TV, radio and newspapers. Those days are gone forever. I’ve adapted and you need to as well.
The author writes “Successful businesses are like amoebas; they move, morph, split and change in order to grow. Being “amoeba-like” keeps these businesses ahead of the curve in an economy that has become hyper-competitive, and dramatically more complex than the business world we knew even five years ago.”
He also talks about the incredible clutter of advertising today, blurring the line between work-related activity and personal. In every medium today – TV, radio, the internet – one is bombarded with an onslaught of me-too ads and boring pitches.
One of the things I really enjoyed about this book is that Bill pulls no punches. He tells it like it is. Case in point – He has a chapter on B2B myths, including:
Myth 1: Customers already know a lot about your product or service
Myth 2: Customers don’t want to be “sold to”
Myth 3: Our previously successful marketing program does not need to be updated
Myth 4: The internet changed everything
Myth 5: Blogging automatically leads to new customers
Blogging is branding, plain and simple.
It’s always about the content. You need great content.
Don’t shill. No boring product pitches.
Don’t stop. Giving up too soon is the reason blogs fail. (This blog is over seven years old!)
Myth 6 “New” Marketing Doesn’t Need “Traditional” to Succeed
Myth 7: Marketing Agencies Aren’t Needed. We can Do It All in HouseDon’t rely on social media alone. You need a lot more.
Companies mistakenly assume they can get a lot for a little. They can’t. This is why they need outside agencies.
Myth 8: ROI happens right away
One-off marketing does not generate much results. Consistency and persistence are needed in marketing.
Myth 9 : It’s all about the style
Most marketing campaigns suck. You really need a strong message.
The author also says that “Many B2B advertisers don’t embrace change.” Change is difficult and most cannot do it. He also writes “Consistency and repetition are everything; most B2B Campaigns Don’t Have It.” He talks about how companies assign different products to different groups, resulting in muddled messaging.
He also talks about the need for a comprehensive marketing plan, which we discussed in an earlier post entitled:
Where’s your marketing plan? The most important marketing tool.
All in all, i really enjoyed reading this book and bet you will do. Bill pulls no punches and tells it like it is. We also invite you sign up for free bi-weekly marketing tips here.
