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
Category: Small business marketing
Lost in translation: B2B marketing passivity hurts sales
Many B2B services marketing avoids overtly sales language. The intention behind this approach may stem from a desire to maintain professionalism and avoid alienating potential clients. But the reality is that it results in missed opportunities. Consequently, marketers opt for a more passive approach, relying on the quality of their services to speak for itself.…… Continue reading Lost in translation: B2B marketing passivity hurts sales
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?
There is more to B2B lead generation than long email lists
Many small and mid-size enterprises outsource B2B lead generation to obtain long lists of names and emails. For some, this strategy has worked. I’m okay with the cost-effectiveness of outsourcing data collection or having a robust collection of potential lead data for your industry. However, as someone who has worked with purchased lead data in smaller…… Continue reading There is more to B2B lead generation than long email lists
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
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
Solopreneurs and Sunday night marketing
As a solopreneur, it can be challenging to prioritize marketing when running your business single-handedly.
B2B: Don’t Bet Your USP on ESG
If, B2B service business owner, you’re not going to fully commit to the Cause, I recommend not leaning into ESG as a differentiator between yourself and the next guy
Aren’t you a bit small for Salesforce?
Choose the right CRM for your SME and you’ll benefit from it even more than your bigger rivals do. Recently, I was talking with a company director friend of mine and mentioned that I had been occupied with onboarding Salesforce into the firm where I work. He was surprised that I had brought in such a…… Continue reading Aren’t you a bit small for Salesforce?
Turning GDPR and PECR compliance into marketing strengths and not weaknesses.
The Information Commissioners Office is the body set up to, amongst other things, enforce GDPR rules. Is your business too small for the ICO come knocking on your door? Possibly. A quick look through their list of firms who have had an enforcement action against them (only 96) are some large organisations including the Cabinet…… Continue reading Turning GDPR and PECR compliance into marketing strengths and not weaknesses.
Your First Marketing Hire – Advice for the Small B2B Business
When it comes time to add the first dedicated marketing person to the staff, business owners should downplay the creative elements of the job and focus on sales support. Marketing is often thought of in terms of designing logos and websites, liaising with journalists or working a trade event. So, when an SME owner comes…… Continue reading Your First Marketing Hire – Advice for the Small B2B Business