How to toughing + improve your service b2b marketing 101

ALL RIGHTS RESERVED. EMMANUEL “MANNY” OMIKUNLE SPONSOR: BJ MANNYST (BJMANNYST.COM
How To Toughing Your Service B2B Marketing or Die Trying
How To Toughing &
Improve Your Service
B2B Marketing or Die
Trying 101
By Emmanuel “Manny” Omikunle

HowToToughingYourServiceB2BMarketing
orDieTrying
TheStressCausingRealityofB2B
There’s a lot of stress facing many service businesses. . .just trying
desperately: to create a desirable service, to create awareness, to then sell it
for a profit, and finally deliver a great experience is very demanding. In the past,
you practically had forever to get it right because barrier to entry was huge.
Today, the formula for achieving continuous success in a competitive world is
a minute-by-minute ongoing experiment. One day you could be celebrating the
huge site traffic and record sales from your campaign and the next day your
campaign has lost its momentum and consumers have moved on to other
things. What I’m trying to say is your s%#^ is not the s#^&.
If there’s not much differentiation and significant value in what you offer
then your services are gradually being turned into commodities.
There are at least three choices in this reality. You can accept things,
change things, or walk away from it.
This content will help you see the b2b buyers perspective, your perspective,
and some suggestions to consider.

THROUGHTHEEYESOFTHEB2BBUYER
The b2b buyers behavior and environment has changed. There’s more:
 a A Class competitors.
 There’s more disruption S
 Shifted expectation
 More stakeholders voices
 More diversity
 Overwhelming content
 Independent research
 Hesitation
 Peer support and influence
 Over bombardment via email
 Endless mobile ads
 Unknown callers or email are avoided
 Need their trust before they reveal their true needs or pain
 Fear of not negotiating favorably
 Fear poor account management
 Loyalty is not a major factor
 Value personal connection
 Shopping around
 Comparing
 Uncertain of budget cycle
 Economic uncertainty
 Terrorism
 Weather
 Social uncertainty
 New competition
 Use the "I'm busy" claim sporadically.
THISALSOIMPACTSWHETHERTHEYDOBUSINESSWITHYOU
Not connecting at events, poor touch-points experience, no team
cohesiveness, uninformed about industry or business, no mechanism to
execute in real time, not having a fast turnaround from meeting to delivery to
support, not being agile, not developing a great experience or failing to
optimize, lacking engagement, re-engagement, failing to manage negative
tones, unclear ad copy, abusing email mailbox, surprise charges, confusing
invoices, credibility issues, questionable company image, etc

THROUGHTHEEYESOFTHEB2BSERVICE
While many service businesses today face challenges from all sides at a pace
that’s overwhelming. The intensity of the challenges keeps increasing for
example in areas like new business development, quality of leads, staying
current on marketing technology and trends, return on investment, etc.
A recent report from SalesForce called “2015_state_of_marketing” caught my
attention. According to SalesForce, it surveyed thousands of marketers in fall
of 2014 and produced an overview of marketing.They started by asking
marketer to select their serious business challenge and then rank their list.
(NOTE: These stats and report will likely be relevant for the next few years)
(Graph Image)

“With so many technologies demanding substantial time and effort, marketers
must evaluate which tools will be most effective for their unique business
goals.
The chart below shows a long list of potential channels and strategies to invest
in and the percentage of marketers who currently use them. It also shows
average ratings of that channel or strategy’s effectiveness and whether
marketers who aren’t using it plan to do so in the next 12 months.“ - -
-SalesForce report called 2015_state_of_marketing”
(NOTE: These stats and report will likely be relevant for the next few years)
(Graph Image)

LET’SGOINTOMOREDETAILOFB2BTOUGHWORLD
Any b2b marketer or manager is going to be dragged to step up their
game 24/7 or might end up as someone’s dinner. That statement was
inspired by an observation I made watching nature channels. I saw the nature
of hippos, owls,...and even saw a jaguar kill an alligator. I even saw a chimp
hunt down another much smaller monkey species and rip it apart like chicken.
It’s really a game of fierce survival.
That’s the new reality for businesses and individuals. And if you believe all
what your b2b service business has to do is: keep improving, out-innovating,
outwitting, out-smart, out work or out-hire, I’m sorry change is always
coming faster then you can say “Wild Blueberries”.. . B2B buyers are not
waiting for your business to get it together.
TheBestBuyersCareAboutTheirImage
Image and first impressions truly can make or break your business and who
ever you are seen doing business with can attract more opportunities to you.
At least based on my observations. Great b2b buyers will go through great
lengths to be associated with the best strategic partners, the best suppliers,
the best advisors because the alliance only reinforces their position in the

market place. And chances are they will save money by getting the right
relationship the first time.
Like Nike partnering with Tiger Woods. Apple with Jaime Fox. Katie Perry with
Cover Girl. Like Hussein Bolt partnering with Puma. So as a b2b service
provider your overall image, personality, actions, work ethics, values,
standards, character can influence decision makers.
MoreIgnoringofProspectingMethods
Remember the yellow pages? Remember when all you had to do was wait for
business to come to you. My dear b2b service providers, whatever prospecting
method you use to attract prospects be prepared to face a ever louder and an
attention seeking direct and indirect competitors.
Your competitors will do mobile marketing, content marketing, gorilla
marketing, event marketing, social media marketing, copy-the-leader
marketing etc. They are going to do whatever it takes. Though that might be
very concerning, the truth is, your buyers are going to ignore most of it. Why?
You can blast people your promotions daily, every hour of the day but
you can’t make the horse drink. Plus, they will block your ass with
number blockers, ad blockers, Facebook / LinkedIn user blocker / email
blocker / face-face blocker
TheEffortRequiredToExploreNeeds
Trying to buy shoes for work doesn’t require a PhD in manufacturing, but trying
to sell someone car insurance requires exploring their needs. Since more and
more, b2b buyers seems to have the power you really have to pull teeth just to
get to the real heart of the cause of their problems. Customers might say we

need a new CRM system when really what they need is better training on
using their current systems. They might withhold information because you
haven’t earned their trust.
This comes back to everyone wanting to feel you’ve just provided a
customized solution just for them. They want to know when sharing their
internal processes and tactics you will be a part of the solution and not be a
embarrassing regret.
And sometimes prospects don’t reveal enough for you to adapt your value
proposition.
TheOverwhelmingInformationHurtsTheirHeads
The b2b buyer is more educated about your solutions and alternative options
than you. All thanks to Google the search engine. Researching everything till
they believe they will not be fooled or taking advantage of before engaging
your organization. However many might become lost, confused,
overwhelmed, indecisive to the point of frustration.
Sure you can easily provide invaluable insights and resources to help them
however it doesn’t mean they will chose you. B2B service buyers expect
someone to understand their pain, their industry, to be able to diagnose their
problems or recommend someone who will. When you have their best interest
in mind you will be invited to help them clarify and sort out the information.
TheDoubterorTheDoubterAmongStakeholders
On your journey to sell your services and attract quality prospects you will find
out quickly whether someone trust you, your organization, or your offer. You
could even find out if you were just a practice-on so they are prepare for
the better organization. Sometimes it will the decision maker and
sometimes it’s the influences pulling the strings of doubt.

In most cases people have had their fair share of sales people promising
heaven just to make the sale while the customer deals with the consequence
of their bad decision. The best way is to rid yourself, your thoughts, your
organization, your services of anything that’s not truthful. Most people would
appreciate you being upfront with them about expectation and challenges than
sugarcoating everything.
When doubt persist it can impact closing.
TheWellConnectedandHerDiscussionBoards
People are more connected to experts, peers, and others then ever before. A
few years ago just to find a business contact in India required, finding someone
to introduce, traveling, then meet. Today you can talk to potential business
contacts in you underpants. Now, 2016, a lot of B2B buyers and consumers
are selective who engages them.
They reach and socialize with contacts who are trustworthy to help them
make a wise decision. They weigh word-of-mouth, online reviews, company
information carefully. Buyers just can’t afford to get it wrong so a way to make
this more favorable to you is to engage the powerful influences (people and
organizations), the average influences, get testimonials, if people critic or
share feedback have someone professionally respond to it. However do your
homework so that you don’t waste each others time. This is just the new
reality.
TheyWantToMinimizeRisk
B2B buyers in this world don’t operate with the goal of wasting money unless
there are just fiscally undisciplined. So the reality is every time someone
wants to buy something, they are hoping to hear, see signs that reduces

their perception of risk and that if you believe enough in your product
you should take some of that risk. Such as offering a thirty day trial, no
contract, no cancellation fees, confidential, anonymity, 24/7 support, discount,
credible testimonials, etc, However there are some situation where you want to
share the risk load such as when your compensation is tied to a milestone.
AreB2BBuyersUsingAd-Blockers
Anyone who uses Facebook, Twitter, LinkedIn to generate leads or traffic
through advertising needs to be concerned. And if advertising is your revenue
source then you should also be concern. I’m sure b2b buyers as consumers
are probably using it. If you are not familiar with AD-Blockers, it simply a
software that blocks ads on most websites. How it works technically, I'm not
sure.
I have included this as something that might challenge b2b sellers ability to
reach b2b decision makers.
TheyOccasionallyAdoptStrategyorPurchaseCuesFromCompetitors
Sometimes we all become imitators because we get tired of innovating.
Google started the self-driving car craze now every car manufacturer is
aggressively bringing their own version to market. That’s also true for b2b
buyers. It goes like this, company A just announced that they signed a five
year contract with a software company to improve their logistics. Company B,
without considering it’s own DNA or strategy decides to buy the same software.
So be aware of buyers who simply want what the competitor has.
In this case be a source to try to understand their situation and business DNA
to advice them what your solution can not do for them. Imitating to the bone is
like trying to fit a square into a circle. Everyone is built slightly different and
what really works for company A might workout pretty modest for company B.

Negotiation&Closing
This part is the exciting and treacherous part of business. If you are not aware
of your break even points or your other elements such as cost, keeping talent,
making a profit, time, emergencies, etc then this can be messy. More & more
companies are adopting agile production, agile workforce, on demand supply,
agile marketing, so b2b sellers might want to know something about the
business plans and cycles.
If their buyers scale in the summer and cut back in January then you might pick
when to be assertive and when to send some invaluable resource. In any
situation don’t be a commodity unless you want to keep negotiating on
price and not value. And having to deal with more stakeholders can also
delay closing and timing of completion.
People&HumanNatureDoesn’tChange
In a hyper-competitive and ever changing world, loyalty is becoming rare.
Some people will stick with you long enough until a better offer comes along. If
you think your wealth management business is the best in the world…guess
what, there’s likely another firm with the same claim. Every news network
claims to be the number one but when you watch them you see no difference.
So your potential buyers are always being courted by your direct competitors
and your indirect ones. However there are some who stay loyal to your
business till the very end.
Buyers all have busy schedules and sometimes claim they’re too busy
so you don’t waste their time. Mail boxes are full, voice mails full,
messages in messaging apps ignored, lunch break, vacation, budget
meetings, family emergencies, sleep, eat, get laid, and wash the car,
attend events, blocking telemarketers, etc.
It becomes critical to find creative ways to capture their attention. One
way is to show relevant value so buyers don’t put you in the annoyance pile or
worst case “the blocked list”.

( SPONSOR)
WhatYouMightAlsoLikeToConsider
TRUST
Earning trust or becoming a trusted
adviser to buyers and their
stakeholder will take time. This is
how the great people and
businesses stay profitable . They
conduct their actions not with a quick
buck mentality but for long term
mentality. ten million dollars in profit
in three years is better than a
hundred thousand in one month and
a being known as a swindler for the
rest of your existence.
BACKITUP
If you make a bold claim about what
your solution will do. this or that, then
make sure it does. Being able to
assess the situation like deciding
whether a person with a broken leg
needs a cast or a wheelchair is
crucial. What I’m saying is provide a
solution that best fits their needs or
their wants.
ADDVALUE
No business sets out to be worst off
after they adopted your SaaS
solution. Everyone wants services
and products that make them
better.And that the value you add to
their business is based on their best
interest. Let buyers know of industry
trends, an event to attend, a person
to meet, a book to read, etc Just
keep creating and adding value.

RUNTHERIGHTEVENT
Events have grown in popularity as a
way to create awareness as well as
generate warm leads which gets
converted faster to sales. For
especially busy people , events are a
great way to meet lots of other
decision makers face-face. Events
are perfect. People are in a relaxed
mood, exploratory mood, there’s not
much rescheduling with events
unlike appointments.
However there are many more
events competing for people’s time
so do everything you can to be the
event your target wants to attend and
be seen. Present an invaluable
experience and people will warm up
to your email messages, when you
followup with people who express
genuine and evident of need and fit
(you’ve qualified them before you
spend your time and money barking
at the wrong tree)
And plus, events are a lot like
advertising because people who
attend the event tell their friends,
family, colleagues, neighbors, and
everyone in their connections. A
win-win-win.
SEETHEWORLDTHROUGHTHEIR
EYES
Every marketing, customer service
and sales must begin from the
customer’s point of view and not from
your own eyes. One common
mistake is when b2b marketers make
tactical and strategic decision on
assumptions.
Marketers who see the world through
their consumers eyes, I’m sure
deliver better messages, content,
perform better, develop adoptable
new products. As I wrote this, an
Apple advertisement came on just
reminding me and millions how to
sell products. By selling the value it
brings to the lives of the consumers.
So what I’m saying is making it a
priority to put in place ways to learn
what truly matters to your consumers
and what doesn’t. Learn to oberved
them without being creepy, survey
them, listen, engage them, hangout
with them,
ASTRONGTEAMMAKEAGREAT
TEAM
B2B marketing success no longer
works with a single department. It
works by working in a team.
Eliminating barriers that limit your
teams ability to work together and
achieve is crucial.
Something that teams need to also
keep in mind is that human nature
hasn’t changed very much however
how we fulfill our human needs
keeps changing with technology.
There was a time calling someone on
the phone was a popular activity…a
time when we had family phone
plans for our landlines now we
communicate more and more by
email and text messages. Rather
than call to talk to someone some
people result to sending very lengthy
essays.
Teams need to learn faster, adapter
faster, apply faster, test faster,
recharge faster, do things faster but

always making time to slow things
down.
Don’t be afraid to work with trusted
outsiders to help see what you might
be avoiding to see.
BOOSTYOURSOCIALIQ
How to engage with your buyers on
social networks is very helpful in
attracting more business an
opportunities. This is where social
selling becomes crucial. No one
goes to networking events to hear
your sales pitch or get random
business card. It’s about making
genuine interaction, relevant
engagement through sharing, liking,
listening, being helpful, commenting,
and connecting not for a quick sale.
Or to use someone to get close to
someone else.
Social selling is all about
engagement. But bare in mind that
social networks should not be treated
like a new platform on which to spam.
Your interactions should be
thoughtful, relevant, and
personalized. Work with group
managers and moderators rather
than posting something that conflicts
with the purpose of the community.
A tip is never try to connect with
someone on social networks without
giving them a chance to know who
you are, what your thoughts are on
subject matters that you share, in
person, doing business, once you’ve
warm up then you might increase
your chance of them accepting your
invite.
Always use a personalized invite
because generic only sends the
impression that you are not serious.
IMPROVEYOURTOUCHPOINTS
You might only get one chance to
make an impression and then get
someone to give you money. Finding
someone or group of talented and
capable people to handle your touch
points. Maybe your fonts, images,
colors, word choices, website, social
media page are impacting people’s
decision?
That’s why analyses of every clicks
on a daily or weekly basis helps,
distinguish urls, video data,
weak-spots in your overall operation,
look into re targeting your ads so you
can follow the prospects however
advertising is not as influential as it
once was. People will see it but their
minds might not register it.
Keep improving your ad copy to
make sure it is aligned to your
objectives Doing so gives you with a
competitive edge over those who rely
on random optimization to respond to
urgent seasonal changes. It’s better
to have a clear framework in place
instead of planning and
implementing strategies at the
eleventh hour.
r.

(SPONSOR)
I, Manny, and the BJ Mannyst team hopes this has been helpful for b2b
business owners, freelancers, professionals or just people still figuring it
out. Anyone with relevant thoughts and opinions are welcome to engage. In
terms of general marketing I and the BJ Mannyst team can help boost your
small medium service business/ freelancing business.
Cheers!
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