In business-to-business marketing, creative elements are less important than the messaging strategy. The tactics we see most often in business-to-business (B2B) marketing are unfortunately the tactics that are often the least effective. A company creates a nice-looking website with matching brochure and trade show materials that explain how wonderful they are, how great their products and services are, and all the terrific things prospects will get by doing business with them. But the prospects seem unimpressed by those appeals, and generally ignore the marketing materials. The disconnect happens because the company is trying to use business-to-consumer (B2C) marketing techniques in a B2B environment. Businesses have different valuation priorities than consumers, with risk reduction and image benefit at opposite ends of the spectrum. Because business-to-business buying decisions are normally made in a different context with different priorities than consumer buying decisions, your marketing strategy must reflect those variations.

Business-to-business (B2B) marketing specialists providing a full suite of B2B marketing services to small and medium sized industrial and commercial firms.
Woody is completing a psychology degree through Athabasca University and is a graduate of the Communications program at the British Columbia Institute of Technology. Sally has honed her marketing skills over the past twenty five years as an analyst, strategist, tactician, mentor, and communicator in the private, public, and not-for-profit sectors. Sally is equally comfortable working in the private sector as she is in the public and not-for-profit sectors. John has a degree in Print Journalism and Certification from the New York Film Academy as well as The Hollywood Film Institute. Should law firms separate marketing from business development?  Only if they want to sleep with the fishes.
He earned his Certified Business Communicator credentials from the Business Marketing Association and is a past president of the Houston, Texas Business Marketing Association.

Some past clients include City of Calgary, CCS, Westeel, Upside Engineering, Wiebe Environmental Services, Pulse Data, Red Deer College and Blue Quills First Nations College. She is the principal consultant of Truss & Ross Polymaths, an organization that specializes in not-for-profit-and public sector management. His work on the print advertising campaign for iStockphoto was featured in several prestigious creative industry publications, including Communication Arts, HOW Magazine and MacUser International.
From marketing you identify a firm's unique sales proposition, without which business developers have nothing to say.

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