B2B Marketing University – Bob Bly

B2B Marketing University

By: Bob Bly 

Format: Audio Download

B2B Strategy Session #1: Fundamentals of Business-to-Business Marketing

On this CD, master copywriter Clayton Makepeace interviews me about the key principles of effective business-to-business direct marketing.

Just pop the CD into your player, hit the PLAY button, and listen to our wide-ranging interview to discover:

• 7 key differences between B2B and B2C marketing. Leave out even one, and your B2B campaign is doomed to failure.
• How to create marcom campaigns that help your company’s sales force close more and bigger contracts, more often.
• Does the business buyer always put his company’s interests above his own personal preferences when making purchase decisions? The answer may surprise you.
• Determining copy length based on the role of your promotion in the B2B buying cycle.
• Who is the most important decision-maker in B2B marketing: the end user … the purchasing agent … the technical buyer … the owner … the CEO … or someone else entirely?
• How to drive business prospects to your B2B Web site with SEO and PPC.
• How much money can you make as a copywriter or consultant specializing in B2B marketing? Plus: how to set and get your fees.
• What to sell in your B2B copy. Hint: it is NOT the product. It’s something else entirely. Can you name it?
• Is marketing less important to B2B companies than it is to consumer products companies?
• And more …

B2B Strategy Session #2: Marketing with White Papers

Next, Mark Amtower interviews me about using white papers and other “free content” offers to create B2B marketing campaigns that generate more qualified sales leads in greater quantity.

During the call, we discuss:

• A sure-fire way to DOUBLE response rates to virtually any B2B marketing campaign.
• Why you need to offer a “bait piece” – some sort of free content – to get qualified prospects to express interest in your product or service.
• How to determine the best topics for your white papers and other bait pieces.
• Easy-to-use formulas for quickly and easily creating an engaging and compelling title for your bait piece.
• How to use white papers and other bait pieces to generate sales leads and build your mailing list online.
• World’s biggest white paper syndicator explains how much “selling” you can do in a white paper … and why prospects are willing to put up with it.
• How to generate clicks and leads online by driving traffic to a landing page offering a free white paper.
• Do white papers work when selling big ticket items only? Or can they be effective with low-priced offers?
• And many other ways to establish yourself as a thought leader – and generate more leads and sales – with free content offers.

B2B Strategy Session #3:Software Marketing Secrets

My colleague Ivan Levison is one of the top freelance copywriters working in the software industry today.

In this session, I interview Ivan and get him to share some of his most powerful techniques for generating sales leads for technology products.

Including:

• The unique “brawny blocker” mailing format for generating sales appointments with high-level prospects.
• How to use “free guide” offers to double and triple response to lead-generating promotions for software and other high-tech products.
• Should your company’s name and logo appear on the outer envelope — or anywhere on the letterhead?
• What works best in B2B lead-generation e-mail marketing – text or html?
• How to write an e-mail invitation that fills your Webinar attendance to overflowing.
• Generating leads for technology products with a “free needs assessment” offer. Plus: marketing with demos and downloads.
• The “bearded programmer” and other odd software marketing techniques that work.
• And more …

B2B Strategy Session #4: Selling to OEMs

An “OEM” is an “original equipment manufacture.”

The OEM manufactures a product, component, or sub-assembly that is bought by another company and integrated into their product.

Example: if you make cooling fans used to cool circuit boards in PCs and sell them to IBM, you are an OEM. IBM buys your fans, build it into their PC, and sell the PC with the fan to a user.

If I make small motors, and I sell them to you – and other fan makers — to use in your fans, then I am marketing my motor to OEMs.

Mark Bohrer is one of the top copywriters writing marketing materials to sell technology products to OEMs.

In this session, I interview Mark and he shares his OEM marketing secrets, including:

• How to write copy for highly technical products that is meaningful to the prospect and not superficial.
• What do OEMs looks for first when selecting components and parts to incorporate into the products they build?
• Creating marketing materials to sell subassemblies … circuit boards … chips … and other electronic components.
• Why product brochures have become “old hat” – and how to write for the one communications medium that OEMs are much more receptive to.
• The #1 emotion driving engineers in their purchase decisions. It has nothing to do with specifications or features. But tap into it and you vastly increase your chances of getting an order.
• The most effective offer for marketing low-priced (under $100) parts and components to OEMs.
• Tips for writing technical articles … white papers … application notes … and other common OEM marketing documents.
• Must you be an engineer to write for the OEM marketplace? Once again, the answer may surprise you.
• And more …

B2B Strategy Session #5: Marketing with Case Studies

On this CD, I interview David Leland and Mike Knowles on how to market with case studies.

A case study, also known as a case history, is a product success story.

It recounts, in a customer’s own words, how that customer used the marketer’s product to solve an important problem or otherwise improve business performance.

In our discussion, we reveal:

• Why most B2B marketers don’t take advantage of case studies … and why more should.
• The 5-part outline virtually every good case study must follow – and which elements are the most important.
• How to get the sales force to identify potential case study opportunities for your marketing department … and even make them eager to do so.
• Interviewing techniques that get customers to “open up” and give you a great story on your product’s success in their operation.
• How to spin a single case study into testimonials … ads … press releases … Web promotions … direct mail … sales collateral … and many other applications.
• Why case studies are so much more credible than ordinary sales brochures.
• Simple trick helps you get great testimonials for your copy from companies using your client’s product.
• Ideal word length for case history articles, sales sheets, and Web pages. Plus: how much can you charge to write them?
• And more …

B2B Strategy Session #6: Integrated Marcom

In our closing segment, I interviewed Joan Damico, former marketing communications (marcom) manager for Gretag Macbeth, on the topic of “integrated marcom.”

Integrated marcom is an approach to B2B marketing that looks at the entire marketing program as a whole, rather than just focus on one particular ad, letter, case study, white paper, or letter.

When you listen to this CD, you will learn why integrated marcom is the “next big thing” in B2B marketing …

• The most common mistake B2B marketers make online – and how to avoid it.
• How B2B buyers today gather product information for making purchase decisions. Hint: it’s NOT by reading sales brochures.
• Finding the right “voice” and tone when writing B2B copy aimed at techies.
• Using free content to position your company as the leading supplier in your niche, application, or market.
• Simple trick gets mobile users to read your e-mail subject lines.
• The 2 most effective ways to organize information on your Web site.
• What every B2B marketer should know about branding.
• Using “fragmentation” techniques to reach the maximum number of prospects with your content, product information, and sales messages.
• And much, much more.

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