Part I: Introducing B2B Marketing
In This Part
- Comparing consumer versus business purchases
- Mapping the market opportunity
- Connecting the key players
When consumers buy things there isn’t an awful lot riding on it - you make a decision and go for it. But the stakes are far higher in business, where purchases affect profit, jobs and even lives.
For these reasons, there will often be more than one person who affects the decision to buy your product or service. We call them stakeholders, and each and every one is a potential target. Finding out who they are and how they relate to each other is the basis of any successful B2B campaign – and the starting point for B2B Marketing for Dummies.