B2B marketing is an entirely different ball game from its consumer marketing counterpart. You are dealing with customers who are professionals and the kind of promotion (such as "Buy one, get one free") that would be successful with consumers will simply not work in this kind of marketing. Neither will marketing on price alone succeed and your focus should be on delivering value for money. For the same reason glitzy sales letters or colorfully designed advertising is unlikely to capture the attention that you require from a business customer.
What you require is a marketing approach that integrates your product or service with the business needs of the customer. If you think about it, your business customers are used to sales pitches focusing on the value and business sense of the particular product or service offering. Pressure tactics which may work with consumers are likely to be counterproductive and put off your potential business clients. It is also very likely that your business customer is familiar with the sales function and the tricks that go into formulating sales tactics. This is not to say that you should not try hard to sell but you are not going to push your customer into a purchase decision. You need a soft and low-key sales approach that emphasizes the importance of dealing with you on a long-term basis.
Recent research suggests that the following trends are important:
This suggests that in planning B2B strategies in the future, the following considerations need to be taken into account: