Our marketing agency focuses on serving “B2B service-based companies”, and it’s worked out very well for us. However, “B2B” (business-to-business) isn’t really a thing.
For example, we work with a logistics company, but we’ve never spoken with “the company” — we talk to people like Geri and Wade.
We work with a land planning company, but we’ve never started a call with “so how are you doing today, land planning company?” We talk to Kristian and David.
Companies will never seek you out
Where this matters is when you work to frame up the buyer personas for your company. You might want to work with Starbucks one day, but “Starbucks” isn’t ever going to call. However, with the right angle, you might get their VP of Marketing to chat with you at some point. That’s who you should be trying to appeal to.
Trying to appeal to “Starbucks” will never work, but if you can address the pain points that their individual staff members are facing, you might have a chance to move things forward.
In her book “Everybody Writes“, author Ann Hadley simple says:
“no business truly sells to another business; we all sell to people.”
We certainly work best with companies that have a B2B focus, but at the end of the day we’re really working to reach the humans at those companies, so that we can help them reach the right humans for their own growth.
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