There’s a HUGE difference between selling a €20 subscription to a freelancer vs a €200k project to a buying committee.
Some B2B marketers don’t understand this, and follow generic marketing advice. But here’s the thing…
You don’t get to set up a cool landing page, launch ads and watch sales roll in. You’re not Canva or Miro.
In complex B2B no one wakes up in the morning, Googles you and decides to buy.
Working with enterprise B2B means:
- Slow processes
- Budget approvals
- Thousands of touch points
- Long sales cycles (6+ months avg)
- F2F sales still plays an important role
- Procurement and legal (gave me my first grey hairs)
- Large buying committees with influencers and budget holders
- Most of your audience is not ready to buy. Not now, and maybe not in a year.
Your marketing strategy, processes and metrics need to adapt to complex sales cycles. What you need is different from most other B2B companies.
Take marketing advice with a grain of salt. Conduct your own research, run your own experiments, and talk to your own audience to understand how they buy.
Because complex B2B needs a more complex approach.