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b2b marketing art

Fortune 500 companies consist of 60% B2B firms. However, only 7% of books with "marketing" in their title focus on B2B marketing. This is mainly due to misconceptions in B2B companies. One of the main misconceptions is the tendency to equate marketing with sales. While trying to survive day-to-day with a sales-oriented approach, they often fail to build the future infrastructure that will generate sales. The second major misconception in B2B is the belief that product quality and price are sufficient.

Products may be industrial in nature, but there is always a valid path to sales. The fundamental drive behind every sale is emotions. Factors such as liking, belief, and trust motivate us to make purchases. Achieving this combination is challenging in the B2B arena, but as in B2C, it can be achieved through the right product mix, proper market analysis, relevant content, and effective communication. In other words, it can be achieved by having a strong marketing foundation.

First, you find the customer. You make yourself visible to them and deliver your message. You make them interested in you and desire your offerings. Ultimately, you lead them to make a purchase and build trust. You complete the marketing cycle. This process is similar to the courtship of a man wooing a woman, or the contrary. But this is much more strategic and multidimensional, This is an art.

The definition of art is the methods used in the expression of emotions, designs, beauty, etc., and the exceptional creativity achieved through these methods. Marketing is precisely the act of conveying a product or service to the target customer. It requires talent, strategy, and creativity. A B2B company that does not consider investing in marketing for growth will remain stagnant. The reward for a company that embraces the art of marketing is consistent sales, growth, and brand value.

short introduction to B2B marketing

quality in b2b marketing

There are four key factors to successful B2B marketing: effective market and customer management, strong digital marketing capabilities, creative product management, and the ability to produce compelling marketing materials.

In B2B, the target customer universe is generally smaller compared to B2C. It requires careful analysis and filtering. There are two ways to reach customers: either by positioning yourself in the right place and delivering the right message to attract customers (pull marketing), or by researching and targeting larger clients actively (push marketing). In both cases, establishing a solid marketing organization is crucial. A well-organized team enables you to have global reach and effective management.

It's important to remember that if sales is number 9, marketing is the assist. Without the assist, scoring goals becomes challenging. Additionally, in B2B marketing, the greatest differentiator is its role as a provider of corporate vision. While other departments may focus on short-term pleasures, marketing builds the future of the brand. The ultimate goal is to increase the brand's value. If the brand were put up for sale tomorrow, the aim would be to receive the most valuable offer.





Success in B2B marketing begins with optimizing target products, geographies, and customers. Success is first achieved on paper.

Doğru içerik ve iletişimle müşteride sırasıyla marka bilinilirliği, ilgi, arzu ve somut talep oluşturulur

With the right content and communication, brand awareness, interest, desire, and tangible demand can be created in the customer sequentially.

success in b2b

f a B2B company wants to achieve continuous success, the first step should be to believe in the power of marketing. The second step is to create a marketing strategy by envisioning success and planning each step accordingly. All activities, such as product, price, distribution, promotion, etc., shape themselves based on the desired outcome, just like a happy ending in a movie script. Wars are won first on paper. The third step is to establish and manage a competent team that will execute the devised strategy without errors. The final step is to ensure sustainable communication to maintain continuous demand and value for the brand. This way, the marketing cycle is completed, and the brand moves towards success. However, all of these steps can only be achieved through one crucial element:

The presence of an effective marketing leader.

some of my works

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