15. Jeanne Hopkins works for SmartBear Software,
which provides tools for software professionals
to build, test, and monitor software applications
and websites. Previously, she was vice president of
marketing for Hubspot. The Sales Lead
Management Association named Jeanne one of the
Top 10 Influential People in Sales Lead
Management in 2011. She's the co-author of Go
Mobile.
Many of the fundamentals of B2B marketing
are grounded in B2C principles, however, it’s
really all about the decision-making process.
Unlike B2C, when no one gets fired from
their family for making an impulse purchase
while in line at the grocery store, that is not
the case with B2B, when those decisions
involve a variety of influencers and/or
approvers, plus a long, complex sales cycle.
B2B marketers need to work on providing
their sales teams with
1. Clear, concise information about the
features and benefits of the offering and how
it addresses the prospect's pains
2. An honest, factual assessment of the
competitive landscape, and therefore the
prospect's alternatives