Category: Marketing strategy

B2B installation businesses: plug into marketing differentiation

I’m kicking off 2025 with a new client; a company offering B2B electrical services, specializing in the installation of electrical systems for commercial and residential properties in the UK. Hands-on, installation-based service business involve installing, repairing, or maintaining physical infrastructure. These businesses have specific marketing issues they needs to solve beyond those of my other…… Continue reading B2B installation businesses: plug into marketing differentiation

Navigating the Growing Delay in B2B Purchase Decisions

What’s your B2B business’ average time-to-purchase? Do you feel that customers are taking longer and longer to decide on their B2B purchase decisions? A new subscriber to this newsletter asked me what businesses are doing in the face of lengthening sales cycles because recent trends indicate that these cycles are becoming even more prolonged, presenting…… Continue reading Navigating the Growing Delay in B2B Purchase Decisions

Maximising B2B case studies: lessons from data services marketing

Pursuing customer research this week, I found myself returning to data services marketing (data engineers,  analysts,  agencies etc) and their use of B2B case studies in their marketing. And although,  in this newsletter,  I’m drawing from this sector,  it is often the case that lessons learned can be applied to any B2B who supplies a…… Continue reading Maximising B2B case studies: lessons from data services marketing

How that laborious RFP process can build a stronger B2B marketing function

The RYB newsletter is arriving in your inbox later than usual this week because I’ve been busy working on a request for proposal (RFP).  The RFP process is an unavoidable part of the marketing industry, it seems, and it is the same for many of my B2B clients. So I thought I’d capitalise on all…… Continue reading How that laborious RFP process can build a stronger B2B marketing function

When every RMC thinks they’re special…how can a property management firm template its proposal tender?

Most property management firms I have worked with want to grow by pitching to manage larger or more challenging blocks than they have managed before. The ability of RMCs to take a leap of faith in hiring a new property manager will depend in part on the quality of a proposal tender. If you want…… Continue reading When every RMC thinks they’re special…how can a property management firm template its proposal tender?

Too many DJs: let your B2B marketing plan do its thing

Founders, owners or CEOs are often the pulse of the company.  They may generate great marketing ideas based on their expert knowledge of the product or the right audiences.  But it’s easy to see the marketing function of a small to mid-sized B2B as a collection of soft skills, a creative second string to the…… Continue reading Too many DJs: let your B2B marketing plan do its thing

Innovative B2B tech doesn’t market itself

Innovative B2B offerings, whether they are tech devices, software or systems, are not immune to the laws of the market simply because of their pioneering or individual nature.  This applies if you are selling – as clients of mine have –  a telemeter for logistics, a healthcare ERP, workplace safety data sheets, a digital simulation…… Continue reading Innovative B2B tech doesn’t market itself

B2B press coverage for midsize firms: making the most of it

If you take a practical, understanding approach to B2B press coverage then small to midsize businesses can benefit from the experience.  I once worked for a manager who described A member of the Fourth Estate that he was working with as a “tame journalist”.  I’ve also worked with a business that decided to ignore press…… Continue reading B2B press coverage for midsize firms: making the most of it

Health and safety services marketing – don’t just repeat your SLAs

I’ve been immersed in health and safety services marketing recently, researching landing pages in this sector. It’s for a client who wants to improve conversion rate optimization (CRO) on their landing page.  As usual with B2B technical services, I found a great deal of competition, large and small.  I also found a great deal of similarity…… Continue reading Health and safety services marketing – don’t just repeat your SLAs

Compliance and regulatory law services marketing – choose a bigger slice

These last couple of weeks, I’ve been working with two service providers within the regulatory law sector who operate in very different spaces. One focuses on legal compliance within EHS (Environmental Health & Safety) while the other deals with regulated financial services. One is UK, and one is Scandinavian. One is SaaS, and one is…… Continue reading Compliance and regulatory law services marketing – choose a bigger slice

Thinking of a digital marketing agency startup? You need help.

This week I had an interesting conversation with a music industry creative looking to create a digital marketing agency startup. I don’t judge. Their initial interest in my services was for creating the website content. I do read a lot of requests for proposals from nascent digital marketing agencies who are focused on a ‘compelling’…… Continue reading Thinking of a digital marketing agency startup? You need help.

When long form content might not work for services marketing.

Whether you’re promoting an accountancy firm, architectural practice, legal firm, web development firm or personal training agency, business owners often think that more content is better. It makes sense doesn’t it? More words on the page, means more opportunities to show my expertise. Well, the moniker TLDR (too long; didn’t read) neatly expresses why long…… Continue reading When long form content might not work for services marketing.

Hedge fund marketing creates credibility when raising capital for a new fund.

Whilst hedge fund marketing isn’t known for crippling self-doubt, effectively communicating about a new product requires removal of vagueness, evasion or unreasonableness (as the opposite of logic) Last week I had an interesting discovery call conversation with an asset manager looking to raise an eight-figure amount in capital for a new fund.  I’m no expert…… Continue reading Hedge fund marketing creates credibility when raising capital for a new fund.

Marketing a nearshoring service: acknowledge customer obstacles – but not too much

Owners of Latin American nearshoring service businesses would have welcomed last year’s article by Hiscox London on the continuing rise in popularity of nearshoring by US firms.  TL;DR Importance of recognizing customer obstacles in marketing for nearshoring services: striking a balance between discussing challenges and maintaining a positive tone is crucial. exemplify your firm’s capacity…… Continue reading Marketing a nearshoring service: acknowledge customer obstacles – but not too much

Strategizing your nearshoring marketing: does local color help?

Being cheaper and in the same time zone does not distinguish you from your competition.  SUMMARY: Being cost-effective may appear as considerable advantage, but it does not set you apart from the competition. Nearshoring isn’t a USP. Location-specific marketing vs location-generic marketing. Recently, I’ve been fortunate enough to work with B2B nearshore service clients in…… Continue reading Strategizing your nearshoring marketing: does local color help?

B2B marketing strategy: using unique selling propositions

The unique selling proposition or point (USP) has been around in marketing since the 1940s. The USP (especially the ‘selling’ part of the name is often placed within the 4 P’s of marketing (Product, Price, Place, Promotion) and as such may seem a bit too old-school/hard sell for some.  Whilst the USP is still a…… Continue reading B2B marketing strategy: using unique selling propositions

Long-form technical content for B2B goes at the top of the funnel

Are you an industrial manufacturer, selling B2B? Long-form technical content can effectively target your customer at the beginning of their buying journey. Catch them early and impress them with relevant messages and content that demonstrate your uniqueness in the market.  I recently had the pleasure of working with a global safety system manufacturer on a…… Continue reading Long-form technical content for B2B goes at the top of the funnel