Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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B2B Marketing and Dry White Toast

By Joe Walsh
July 2, 2014
B2B Marketing and Dry White Toast

The Business Marketing Association hosted its annual combine in Chicago recently.

The keynote address was given by General Electric’s CMO, Beth Comstock. I don’t know Beth, but I like her already. Speaking on the difference between B2C and B2B marketing, she observed, “Good marketing is the same at the end of the day—we’re all about people.” And she added: “B2B does not mean boring to boring.”

Amen.

Here are a couple of tips we use for ourselves and clients to try to break from boring and change the way B2B or professional services marketers communicate for the better:

1. Always remember you are selling to a human and not to a company or a title. Understand and appeal to them individually. Connect to the heart and head simultaneously. But lead from and to the heart.

2. Take creative risks in the way you communicate. As a colleague of mine says, “If it doesn't make you slightly weak in the knees, it’s likely to be overlooked as ordinary or more of the same.”

3. Focus on benefits instead of features. Many B2B providers lead with benefits, which makes the communication about the business and not the customer or client. Simple tool, complete this phrase for all your communications. “Because of ________, I can _________, which means ________.” Focus on “I can” and “which means” in your marketing. Then support with “because of” stuff, like proof.

By the way, the BMA event is wonderful. Check it out some time.