In B2B, a purchase can run to hundreds of thousands of pounds, if not more, for a contract. It’s an integral, long-term commitment from a company and a much bigger ticket than the impulse purchasing of FMCG. Trust is absolutely key: purchasers needs to be confident the supplier is going to be around for the long term as a supportive partner. B2B marketing needs to communicate value to multiple stakeholders throughout a long and complex buying process.
There are many people who influence decisions in the buying cycle, and the person you are selling to is not necessarily the person...