9 preconceptions about B2B
Barcelona 25th Oct 2014
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DETAILS MATTER.
What are you selling?
Change and Progression
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DETAILS MATTER.
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DETAILS MATTER.
PRECONCEPTION 1: B2B companies regard marketing as a cosmetic process
PRECONCEPTION 2: B2B marketers lack adequate expertise
PRECONCEPTION 3: B2B companies do not believe that marketing makes a difference
PRECONCEPTION 4: B2B companies are afraid of external expertise
PRECONCEPTION 5: B2B companies are content with having an attractive website
PRECONCEPTION 6: B2B companies love trade fairs
PRECONCEPTION 7: B2B companies believe that marketing is the same as sales
PRECONCEPTION 8: Marketing is unnecessary in B2B
PRECONCEPTION 9: B2B marketers have a taste for the good life
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DETAILS MATTER.
About the survey
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7 countries: France, Italy, Poland, Spain, UK, Sweden and Germany
Managers responsible for marketing budgets
50% 50-100M€, 50% 100M€<
75% have more than 200 employees, 50% more than 1000
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DETAILS MATTER.
Preconception 1
B2B companies regard marketing as a cosmetic process
V
DETAILS MATTER.
Preconception 1
B2B companies regard marketing as a cosmetic process
V
DETAILS MATTER.
Preconception 2
B2B marketers lack adequate expertise
V
DETAILS MATTER.
Preconception 3
B2B companies do not believe that marketing
makes a difference
V
DETAILS MATTER.
Preconception 4
B2B companies are afraid of external expertise
V
DETAILS MATTER.
Preconception 5
B2B companies are content with having an attractive website
V
DETAILS MATTER.
Preconception 6
B2B companies love trade fairs
V
DETAILS MATTER.
Preconception 7
B2B companies believe that marketing is the same as sales
V
DETAILS MATTER.
Preconception 8
Marketing is unnecessary in B2B
V
DETAILS MATTER.
Preconception 8
Marketing is unnecessary in B2B
V
DETAILS MATTER.
Preconception 9
B2B marketers have a taste for the good life
V
DETAILS MATTER.
PRECONCEPTION 1: B2B companies regard marketing as a cosmetic process
PRECONCEPTION 2: B2B marketers lack adequate expertise
PRECONCEPTION 3: B2B companies do not believe that marketing makes a difference
PRECONCEPTION 4: B2B companies are afraid of external expertise
PRECONCEPTION 5: B2B companies are content with having an attractive website
PRECONCEPTION 6: B2B companies love trade fairs
PRECONCEPTION 7: B2B companies believe that marketing is the same as sales
PRECONCEPTION 8: Marketing is unnecessary in B2B
PRECONCEPTION 9: B2B marketers have a taste for the good life
V
DETAILS MATTER.