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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 12, 2014

B2B Marketing Trends That Change the Game

Getting great content out there to build our community is the name of the B2B marketing game. And this Entrepreneur post outlines these trends that will overhaul how we implement this effort.

The upshot: Gone are the days that we can put our latest musings up for free and everyone sees it. We now need to pay attention and do the tedious work of personalization and distribution. Two things we can do right now:

  1. Personalized content is the new expectation, making buyer personas a must-have tool of the trade. The problem: most thought leading companies really don’t know their buyers that well. They use current clients (who may not be the best future clients) and mistake stories for facts. The result: skewed marketing messages that don’t progress the relationship. Messaging is critical here. If you can’t write well, get help somewhere.
  2. Free is losing ground to paid placement. The larger organizations have replaced earned media for paid media long ago. Now this trend is trickling down to smaller companies and solo shops. They key: don’t throw money at the social media wall and see what sticks. Use this tool strategically — not all campaigns get results.

 

The noisier the market, the more strategic our message must be. ┬áLet’s stop messing around and get serious about what we are putting out there.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.