Business-to-business (B2B) is a term commonly used to describe electronic commerce transactions between businesses, as opposed to those between businesses and other groups, such as business and individual consumers (B2C) or business and government (B2G).
In business to business (B2B) marketing, a purchase of professional services may impact the company’s customer service, productivity, operations, legal issues, reputation, sales, and/or the bottom line. The sales team believes it has the toughest, highest-pressure job: closing deals, with each day’s performance measured in hard dollars and cents. It can be tough to measure marketing success because there’s no single yardstick and results aren’t immediate. Success can come in the form of media coverage, industry awards, or invitations for the CEO to be the keynote speaker at major conferences. The marketing team feels like it is underappreciated. It has to gain the attention of target prospects who are bombarded with hundreds of promotional messages each day; get and stay at the top of finding out results for key search phrases; qualify and nurture contacts until they are ready to be passed to sales. B2B become a trusted resource to reporters, analysts, and other thought leaders; and report the worth of such results when they’re often indirectly linked with revenue and profits.
Be prepared to get and handle critics of you and your company. You must be prepared to accept criticism and respond in ways that takes negative feedback and turns it into positives for you and your business in the eyes of your audience. Company growth depends directly on the outcome of your meetings with prospects and clients. People who follow blogs are looking for helpful information for them and a sense of community around a broad topic of conversation that is informative. They are not narrowly interested in your company and a blog populated with sales pitches. Obtaining real benefits from blogging may take six months to a year or longer.
If you are looking for instant gratification and a direct correlation between blogging and acquiring new customers and potential partners then blogging may not be for you or your business.