{"id":14216,"date":"2018-05-21T22:12:53","date_gmt":"2018-05-21T22:12:53","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=14216"},"modified":"2026-02-26T16:53:45","modified_gmt":"2026-02-26T21:53:45","slug":"what-is-b2b-marketing-3-principles-that-differentiate-you-from-the-rest","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/what-is-b2b-marketing-3-principles-that-differentiate-you-from-the-rest\/","title":{"rendered":"What is B2B Marketing? Principles That Differentiate You From The Rest [VIDEO]"},"content":{"rendered":"<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"What is B2B Marketing? 3 Principles That Differentiate You From The Rest\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/AvCeHkK5qF4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><em>What is B2B marketing? &#8212;\u00a0<\/em>It sounds like such a simple question.<\/p>\n<p>[\u00a0<em><strong>Note:<\/strong>\u00a0Learn or retain more by reading? We got you. Here is the video above in blog format.\u00a0<\/em><em>You\u2019re welcome.\u00a0<\/em>]<\/p>\n<p>&#8220;<em>Obviously, it&#8217;s B2B companies marketing to other B2B companies<\/em>.&#8221;&#8211; And that&#8217;s true. But the problem is that\u00a0it&#8217;s\u00a0<em>actually<\/em>\u00a0not that.<\/p>\n<p>Actually, it&#8217;s<em> individuals<\/em> at B2B companies marketing to <em>other individuals<\/em> at B2B companies. The same principles of how you buy everything else apply with these 3 little differences that we found over the past four years.<\/p>\n<h2>&#8220;The Single Title&#8221;<\/h2>\n<p>The first key difference is your market can&#8217;t be everyone. We have a principle called &#8220;The Single Title.&#8221;<\/p>\n<p>This means that within the entire addressable market, there&#8217;s <em>one single title<\/em> that&#8217;s probably best for your business and for you to address your marketing to. For us, it&#8217;s a <a href=\"https:\/\/directiveconsulting.com\/uk\/resources\/glossary\/demand-generation\/\">demand generation<\/a> person at a B2B software company.<\/p>\n<p>Now, the VP of Marketing or the CMO might write the check &#8212; but traditionally, our champion has to come from within the team and is usually our point of contact. So for your company, think about it &#8212; W<em>ho is your point of contact? Who is your vendor person who manages the relationship?\u00a0<\/em>You need to figure out how to make that person your champion through your marketing if you want to be successful as a B2B company.<\/p>\n<h2>Creativity &amp; Design Wins<\/h2>\n<p>The next key difference that we found to make B2B marketing incredibly successful is that creativity and design wins.<\/p>\n<p>B2B companies have lied to themselves and have said, &#8220;<em>We&#8217;re not sexy, we&#8217;re B2B. Our companies and our clients just want the data.<\/em>&#8221; And yeah, that&#8217;s true &#8212; but they don&#8217;t want poorly designed unreadable boring data, right? That&#8217;s what everybody else is doing. If you embrace creativity and design in your B2B marketing, you instantly have a market differentiator.<\/p>\n<p>For example,\u00a0look at us at <a href=\"https:\/\/directiveconsulting.com\/uk\/\">Directive Consulting<\/a> &#8212; we&#8217;re an <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/seo\/\">SEO<\/a>, <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/ppc\/\">PPC<\/a>, and a <a href=\"https:\/\/directiveconsulting.com\/uk\/services\/content\/\">content company<\/a>. We&#8217;re supposed to be &#8220;<em>boring<\/em>&#8220;. We don&#8217;t sell any video but we want to do something different so that we can engage with our audience. Ask yourself: &#8220;What can I do to engage with our audience and make a difference from the entire noise that&#8217;s out there?&#8221;<\/p>\n<h2>Quality Trumps Quantity<\/h2>\n<p>Lastly, the third thing that really separates B2B marketing from everything else is the principle that quality trumps quantity.<\/p>\n<p>A lot of times people have this marketing strategy and they want to get their leads from 50 to 100 and they want to do it <em>now &#8212; a<\/em>nd that&#8217;s great &#8212; but if you could get your leads to 25 instead of 50 &#8212; and <em>all<\/em> 25 were right &#8212; I bet your VP of Sales would be a lot happier.<\/p>\n<p>Once you understand how to get the quality right, that&#8217;s when you focus on the quantity. I&#8217;ve never seen simultaneously trying to do both be successful.<\/p>\n<p>In conclusion, let&#8217;s focus on a\u00a0single title, let&#8217;s be creative, and let&#8217;s understand that quality trumps quantity in B2B marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is B2B marketing? &#8212;\u00a0It sounds like such a simple question. [\u00a0Note:\u00a0Learn or retain more by reading? We got you.<\/p>\n","protected":false},"author":6,"featured_media":14221,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[48,64],"tags":[74,127,140,168],"class_list":["post-14216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-perspectives","category-videos","tag-b2b","tag-marketing","tag-ppc","tag-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is B2B Marketing? 3 Principles That Differentiate You From The Rest<\/title>\n<meta name=\"description\" content=\"What is B2B marketing? --\u00a0It sounds like such a simple question. 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