I am a B2B marketing guy. Yes, I have founded several companies that appeared to be consumer focused companies in Craft Beer and Craft Coffee. But in reality both of them were consumer oriented products with a strong consumer front end for marketing but were solidly built on, and focused on, business to business growth. One of the primary reasons I prefer business oriented marketing is that it is focused on solutions to problems. Of course fashion, popularity and irrational behavior can still abound, but as a general rule you have to actually deliver a solution to your customer’s problems NOT just make them believe they will be able to fly when they use your product. Pretty radical. This is not to say that the individuals involved in the decision process (and it’s always a process) don’t want to be seen as storage superhero’s (that was a fun project to work on btw!) and really smart people. Unlike a lot of consumer focused business models that are obsessively chasing the fickle and ever morphing consumer; business models built upon solving actual business problems are both far more exciting and exponentially more difficult. I like really difficult challenges. Complex, hairy, hard to solve, devil’s in the Continue reading Is There A Difference In B2B & B2C Marketing Strategies? Or Is It All H2H?
Vala Afshar is the CMO of Extreme Networks and a blistering vortex of great ideas and brilliant content. Last week he launched a marketing first for a B2B company. They are crowdsourcing their new corporate identity via social media. You can cast your vote here Extreme Networks Vote. their CEO, Charles Berger said this to explain their rationale behind the unique concept: [quote style=”boxed”] As a social business, we work hard to nurture an inclusive culture, because together is always better. [/quote] There have been other more consumer focused vote for our logo ideas before such as Yahoo’s logo vote scenario. But this appears to be a first for a B2B company. And as far as I can tell it is a first of its kind to include a drawing with some serious prizes as well. And even more interesting is that not only do they show you the 4 logos (all radically different) but they show you how those logos will look in multiple use cases and formats. It made a huge difference to me seeing them in actual use. Before i saw these photos I was having a hard time deciding. But seeing them on t-shirts, billboards Continue reading Extreme B2B Crowdsourcing & Marketing Done Right