B2B Marketing Maturity Model
The definitive model of B2B Marketing Maturity
Confidence In Your Marketing Plan?
Business Problem You Need To Solve
Lead Cost Too High?
Business Problem You Need To Solve
Conversion Rate Too Low?
Business Problem You Need To Solve
Unsure Of Target Audience?
Business Problem You Need To Solve
Weak Brand?
Business Problem You Need To Solve
Marketing Cost Too High?
Business Problem You Need To Solve
Channel Program Underperforming?
Business Problem You Need To Solve
Marketing ROI Too Low?
Business Problem You Need To Solve
Inaccurate Forecasting?
Business Problem You Need To Solve
Retention Rate Is Too Low?
Business Problem You Need To Solve
Need Better Sales Results From Marketing Investment?
Business Problem You Need To Solve
The Drill
The most intensive, specialized-for-you, ROI-producing targeting drill in the world
The Black Box
The design, build, management and tuning of your B2B demand generation machine
The Hand-Off
The unification of your Sales and Marketing demand generation hand-off and deal closing functions
The Professional Discipline Of B2B Marketing, Perfected
B2B Marketing Is As Specialized As Engine Building, Repair, And Tuning For An Aston Martin; Hire A Specialist.
Identify Exactly Who Needs What You Have To Offer And Use Creativity To Bring Them On A Journey To Become A Customer.

Latest Thought Leadership Stories

Saving Good Marketing from New Executives: A “How To” Guide
Dealing with Executive Change
Matching Demand Generation to Sales Capacity
Align language to the specific experiences of the audience.
Improving Products & Sales
increase sales through product improvements
Why Webinars are as hard as physical events
Turn Marketing into A Sale?
The formula for creating marketing that leads to closed won sales.
Advertising & Content: A Better Way Forward?
Content vs Commercials
audiences avoid what they see as advertising.
Making Your Own Marketing Luck
There is a significant element of controlled luck

Services

Strategic Marketing
Strategic Marketing
Using a focused B2B process we will tighten your message, design a marketing machine aligned to your goals, and ensure that the output of marketing directly supports the sales method you use.
Chief Marketing Officer Services
Chief Marketing Officer Services
Manage marketing team restructuring, retraining and goal setting. Forecasting, budgeting, partner negotiations, best practices etc.
Tactical Marketing
Tactical Marketing
Specific project engagements. Campaigns, Events Management, Design projects.
Guerilla Marketing
Guerilla Marketing
Think Differently; Using a mix of creativity, audacity and customer insight to efficiently stand out.
Media Services
Media Services
Brochure Design - Video and Audio - Graphic Design - Animation - Localization
Writing Services
Writing Services
Press Releases - Articles - Papers, Brochures - RFx Responses - Books - Ghost writing a speciality
Product Marketing Services
Product Marketing Services
Product Launches - Sales Enablement - Channel Marketing - Product Lifecycle Management
Training and Education
Training and Education
B2B marketing enablement courses for B2C marketers and executives - MBA modules on B2B marketing
Websites and SEO
Websites and SEO
Website Design - Content & Platform building & testing - Search intelligence
Public Relations
Public Relations
Press Relations - Analyst Relations - Local and Global Sponsorship Management

Case Studies

Storage Software Reboot
After an acquisition a once strong business had been left to languish and was bleeding marketshare. Using the B2B³ model to turn around a multi-hundred million dollar Information Storage / Data Protection portfolio, to the delight of the executives and the customers.
Read More
Mainframe 2.0
The view from every direction was that Mainframes were dying. We used the B2B³ method to dramatically disprove this! Turning a stagnant legacy business into a growing concern
Read More
Life Science
Building a Life Sciences Software & Service companies B2B marketing program.
Read More

In any business or undertaking, just like in any team activity, the most critical factor is the ability of your whole team to execute efficiently and effectively.

 

For a te you have no possibility﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽o make good decisions﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽﷽ng﷽﷽﷽﷽﷽﷽﷽﷽ectively﷽﷽﷽﷽﷽﷽﷽﷽am to execute efficiently and effectively there are three basic factors that must be in place:

 

Trust
Empowerment
Support

trustTrust is a two way street, if you want your employees or team to trust you, then you must first show that you trust them. And trust comes from honesty, a great manager must spend time to share as much detail about the plan as possible. You cannot expect someone to perform well and to do what you need to do if they don’t understand the reasons why they are doing it. 

Many managers treat their teams on a need-to-know basis, and this nearly always leads to teams not understanding the reasons why are being asked to do things. And without a clear understanding of the reasons why you’re doing something you won’t be able to make clear and concise decisions, and so mistakes happen.

Any employee that doesn’t have a clear understanding of what they’re doing and why they are doing it has every reason to blame their boss.

If a manager doesn’t spend time to help their whole team understand the vision and the mission, then they get what they should expect to get - employees that don’t know how to act when decisions need to be taken.

If employees or team members don’t understand the mission there is an inherent lack of trust purely because they don’t know how are you are going to respond if and when mistakes take place.

When employees are treated as true members of the team and are trusted with information about the mission and plan they are in effect committed to success.  When your employees have trust in you  and the mission, then you can intern have trust in your employees ability to perform their jobs well.

 

Empower

Empowerment is an extension of the trust you share with your employees. If you believe they understand the mission and are committed to success then you will be much more ready to allow them to make decisions. This level of empowerment is how successful managers scale their business. If you do not empower your employees and expect them to always ask for permission, and ask you to make decisions for them then in effect you are asking them to manage you. You are in effect saying that you want to do their jobs for them and you’re giving them permission to delegate tasks to you.

Instead of asking your employees to use you as a subordinate, and to make every decision for them, if you trust your employees and you have provided them with enough information about the plan, then you can trust them to make most decisions independently. And you can trust that the decisions they make will be good decisions in-line with the plan. If you cannot trust your employees to make good decisions then you either need to retrain all replace those employees! Otherwise you have no possibility of being to delegate key functions to your team members.

 

Support

Support is an integral part of the process. If you trust your employees and you empower your employees then in effect your letting them know that if things don’t work out as planned you’ve got there back. And if your employees know you have their backs then they trust you. Things don’t always go to plan, and when accidents or mistakes happen it is critical to use the opportunity to help solve the problem and to protect your team members. In doing this you will reinforce that your team can trust you, and this will encourage them to try as hard as possible to make the best possible decisions. If on the other hand you throw your team members “under the bus” and blame them for mistakes that take place then any trust you have built will be destroyed.

 

There are times when mistakes can be avoided my clear and open communication. And there are times when mistakes take place that you learn that some of your team members may not be in the right position or may need significant retraining. It really doesn’t matter what happens when a mistake takes place, what matter is how you deal with it. You will learn, and everyone else in the team will learn about how well the ideas of trust, empowerment and support are instigated across your team.

Until things break and need to be repaired everything you do is just words. When a problem happens and needs to be resolved, then and only then, how are you handle that resolution tells your whole team if you truly do trust, empower and support them.

Trust is not a measure of weakness; it is a pure measure of strength. By building trust with your team, you are learning about the capabilities of your team. Nothing about trust should negate the need for high-performance, integrity, honesty and ethical behavior. If someone breaks the fundamental rules of ethics then they cannot be part of your team.

One of the greatest concepts ever considered for business is in the book “good to great” (Jim Collins), the concept of ensuring that you have the right people on the bus, and that you get the wrong people off the bus. That book looks at the culture and behaviors of companies that have outperformed the market for many years (some of those companies have since fallen by the wayside, but that does not negate the lessons garnered from the times when they were great).

Trust is critical to any team, and trust must be two-way. If you learn that anyone on your team is ineffectual or unethical, as a leader you have the absolute responsibility to repair or remove that person. Teams are only as strong as the weakest link.

I have in the past seen many very high performing team members who have shown unethical all unscrupulous behavior, and I have seen these people keep their positions because then manager is unwilling to deal with their antisocial, unethical all generally destructive behavior. These people are actually a cancer on the organization, It does not matter how effective they are in elements of their job, if they are destructive to the team as a whole, then their behavior needs to be rectified all they must be removed. If this does not happen then the team leader is at fault and should be removed from the team. There can be no tolerance for passive aggressive negativity if you expect your team to excel.

Teams must demand that each member is trusted, empowered and supported. Any elements of the team that you cannot trust lead to poor performance for the team as a whole.

 

Summary

In summary the most effective teams in the world are ones that:

  • all members of the team share the same vision,
  • have significant understanding of the total plan,
  • trust the team lead and all members of the team,
  • are empowered to make decisions about the job they perform,
  • and know that whatever decision they make the team is with them.

This allows the team to act with a sense of urgency, to make fast and accurate decisions, and to learn from any mistakes.

This all means that over time the team just get stronger and stronger.

team

contactus

 

 

Sample Creative Elements

Advertorial
Push
Advertorial
Adverts and Advertorials in business vertical publications can be a useful way of building a relationship with a magazine for the purpose of generating valuable journalist generated articles for reprinting and use by sales
In stores now
Publishing
In stores now
Once you have a good body of branded content, we can turn that into a perfect bound published book quickly and at a very low cost. There is nothing as impressive to your prospects as a published book telling your story
Famous Keynote Speakers
Pull
Famous Keynote Speakers
Using well known speakers can be an excellent cost effective tool to generate attendance at events. And they are always will to sign their latest books.
Customer First
Target
Customer First
Know your audience. For one program we found that the average age of the prospects was over 55 years of age. So we tuned our giveaways to their interests. Marketing is always about the customer
Align
Sponsorship
Align
Know your audience. For high tech, expensive information technology prospects love sports that use their ideas.
know your audience
Business Attire
know your audience
If your audience are suit and tie people, dress the same, and if possible think about their lifestyles. For a series of events we generated branded cuff links as a leave behind. Surprisingly low cost and as expected very well received.
Enable
Sales Tools
Enable
Sales enablement works best when you are creative. It's hard to remember the content of 10 hours of presentations, make your ideas memorable
Create memories
Bond
Create memories
Where possible find ways to entertain your prospects and customers. There is no better place for sales to bond that outside of work hours. And when you do leave your customers with a memory to take to the office or home.
Press Coverage
Be Everywhere
Press Coverage
There is nothing as powerful as stories written by third parties that tell your story. The press are the B2B marketers most effective channel of communication
Support your prospects
Delight
Support your prospects
Whenever possible help your customers and prospects look fantastic. Business is a partnership and those that you help and please and the ones that value the relationship
Think who your customers are
Demographics
Think who your customers are
Know your audience. Creating quality giveaways for each demographic works.
Coasters
Coasters
If you're holding an event in a hotel or conference center, think how you can quickly and cost effectively bring your brand and culture into the room
Contributors
Thought Leaders
Contributors
Get your experts to be regular contributors to a publication, even have their own monthly or weekly column
Leave behind
Notebooks
Leave behind
Everyone writes, creating a branded notebook with a creative message makes an excellent leave behind or event giveaway. And can be very cost effective
Flyers
Handout
Flyers
A simple flyer or postcard can be an excellent way to have your staff share an invite ro an upcoming event
Branded content
Third party content
Branded content
Things written about you by a third party are always more credible than things written about you by you. Think about paying for sponsored or ghost written content.
Virtual Event
Virtual tradeshow
Virtual Event
Instead of attending a physical trade event or running a roadshow, consider a virtual trade show. While this take creativity to build and run, the impact can be incredible and they can be very cost effective
Webcasts
Webinar
Webcasts
Webcasts (aka Webinars) are excellent ways to share training or thought leadership with customers and prospects and to enable a global sales team. But they must be of high quality, carefully crafted and use excellent presenters to be effective
Tradeshows
Trade event
Tradeshows
Trade shows can be a powerful way to meet new prospects. Clear goal setting, and a focused execution designed to achieve those goals can work well. A flexible approach to booths that allow for low shipping and setup costs and flexibility of messaging to allow for a good fit an each event can pay off. But it's always worth remembering that trade shows are one of the most costly and least efficient B2B demand and awareness tools
Revenge of the Analyst
Mainframe Lives!
Revenge of the Analyst
A humorous video we created to share with Mainframes solidarity at the historically proven inaccurate prediction of the demise of the mainframe

The B2B³ Team

B2B³ was founded in 2012 to help companies who sell to businesses, truly deliver exceptional marketing.

David K. Liff
David K. Liff click for bio
Motivational and innovative leader who delivers marketing strategy and execution for businesses ranging in size from $50M to $3B
Steven A. Menges
Steven A. Menges click for bio
Creative builder and leader of successful marketing organizations, programs and tactics at Fortune 500 and multiple start-up and mid-stage organizations
Marco R. Coulter
Marco R. Coulter click for bio
Decisive IT strategist and leader known as an IT thought leader and industry spokesperson
Penni Geller
Penni Geller click for bio
Senior Marketing Leader with an exceptional record of innovation
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