My vision

B2B marketing specialist

B2B marketing targets companies and sole traders. As a B2B marketer and marketing strategist, I focus mainly on B2B clients. I try to uncover gaps in their communication and set up a marketing strategy that works and achieves their goals. The B2B sales process is on average 2.5x longer than in B2C, and the customer (or influencer) encounters the brand and product in several places. How do you succeed in this environment, so different from e-commerce? How do you win relevant B2B leads? How can a B2B marketing specialist and marketer help you? How can I help you?

Setting up messaging, positioning and communication.
Market analysis, identifying the target group, its size and its interests.
Choosing marketing channels that work and setting up the funnel.
A focus on leads and measuring conversion rates.

I'm interested

B2B and lead generation client references

What makes B2B marketing different

A long buying process

In B2B, the buying process is 2.5x longer, and the customer encounters the brand many more times before buying. That is why a successful brand needs to be present throughout the selection process and give the customer the right arguments for buying.

Rational analysis

In B2B, companies choose far more on the basis of rational thinking than emotion. That does not mean brand awareness is unimportant for you, quite the opposite. It is crucial that clients know you before the actual buying phase. In a presentation, technical specifications vs. price are a more important argument than in the B2C segment.

Decision makers

In B2B, there are several decision makers who decide whether a purchase goes ahead. Your brand must communicate the right messages to selected groups. That calls for a strategy and an analysis of the groups. You need to know which roles in the company deal with which problems related to your product.

A different marketing mix

Referrals, events and SEO. These are the marketing channels of the communication mix that matter more in B2B than in B2C. On the other hand, PPC will in most cases not deliver the same performance as it does for standard consumer goods.

Helping them earn

Your product or service should help the customer earn money. That is the perspective you need to think from. B2B does of course include status purchases, but to a much lesser extent than B2C. Earning money is the most common scenario.

Brand and references

If the customer does not know your brand at the start of the buying process, you have less than a 5% chance of making the sale. References from major, large companies further confirm your brand and authority. I will show you how to get the most out of this tactic.

How do you kick-start B2B marketing?

B2B has historically been a field that depends heavily on salespeople bringing in business. But is that still the case in the 21st century? What chance does a salesperson from an unknown company have against a salesperson from a company you follow and associate with that category? The difference is enormous.

Brand awareness among decision makers, together with a well-executed conversion path on the website, is currently one of the main weapons successful B2B companies use to beat the competition. Do you want to join these successful B2B companies?

The study below shows that if your customer does not know your brand before entering the B2B buying process, the chance of a purchase is less than 5%.

Brand building, branding and finding your brand’s position in B2B depend heavily on your potential target group. If your maximum potential is 10 clients, it really is not worth investing systematically in brand building. Most B2B companies, however, have a potential market of 1,000+ customers. And here it pays off. Which specific channels work best in B2B?

Referrals
Events
SEO
Content marketing and sharing know-how
Inbound marketing

B2B SEO is a strong channel; according to surveys, it is up to three times more important than in standard e-commerce. Many B2B sectors have only one or a few relevant answers on the internet. That is a huge difference from B2C, where dozens or even hundreds of competitors fight in a single category. In the B2B process, it is important to also focus on topics that are not directly transactional, and so be present where your potential customers spend their time. Breaking your activities down into relevant, converting landing pages is an absolute must.

Surveys show that B2B companies use modern digital marketing technologies much less than e-commerce does. Marketers do not work with a marketing mix, do not systematically build on marketing funnels and do not map the customer journey. On the other hand, surveys show they make good use of referrals and industry events. If you want a comprehensive B2B marketing strategy, though, you really have to approach it comprehensively.

Most B2B companies have no marketing strategy and often allocate pitifully little money to marketing. Another group are companies that try to burn through their marketing budget with carpet bombing and performance campaigns, only to say afterwards that it does not work for them. If you need a B2B marketing specialist, get in touch. I will look at your business and propose a strategy that works, along with the next action steps.

I have worked with dozens of B2B clients as a B2B consultant or as an SEO specialist. I understand the specifics and principles of B2B marketing well. If you want to use my skills for your business, choose one of the options outlined below.

How does working together work?

1. Do you run a B2B company or are you responsible for marketing at a B2B company, and need to make sure you are doing everything 100%? Do you want simple B2B marketing tips tailored to your case? Then B2B consulting is exactly for you: after a short review, I will give you a valuable consultation and inspiration for your B2B marketing.

2. The second option is ongoing cooperation, where we work together long term to move your B2B marketing forward, along with your business. We will go through all the stages together, and I will set up your marketing mix from the ground up to the final outputs.

What a B2B marketing consultant does for you

As a B2B marketing consultant, I look at your marketing from the outside and connect it to your sales and business goals. I do not add activity for its own sake. My role is to decide what is worth doing, in what order, and how you will know it works.

Audit of your current communication, website, channels and lead data.
Interviews with your sales team and, where possible, with your customers, to understand why they buy and why they hesitate.
Strategy and plan with priorities, budget allocation and clear responsibilities.
Support with execution, either by guiding your team or by coordinating your external suppliers.

Who working with a B2B marketing consultant suits

My clients are usually company owners, managing directors and marketing leaders. Working with me tends to make sense in these situations:

You have a product with a proven market, but new business still depends on a few salespeople and their personal contacts.
You have a small marketing team that is busy with day-to-day tasks and lacks someone to set the direction.
You are an international company in the Czech Republic and need someone who understands local B2B buyers.
You have tried agencies and campaigns but cannot tell which activities actually bring business.

Mistakes I often see in B2B marketing

Talking about the product instead of the customer’s problem. Your website lists features, while the buyer is looking for a solution to a specific business issue.
Marketing and sales working separately. Marketing counts leads, sales complains about their quality, and nobody has agreed on what a good lead is.
Judging results too early. With a long buying cycle, a channel needs time before it shows in revenue. Switching it off after a few weeks wastes the work already done.
No follow-up for people who are not ready to buy. Most of your visitors are still in the early stages, so you need a way to stay in touch with them until they are.

Questions about working with a B2B marketing consultant

What does a B2B marketing consultant do?

A B2B marketing consultant helps you decide where to focus your marketing so that it supports sales. In my case, that means analysing your market and communication, setting positioning and channels, and creating a plan your team can follow. I can also stay involved during execution and review the results with you.

How is a B2B marketing consultant different from an agency?

I am one independent consultant, not an agency. I focus on strategy, priorities and direction, while agencies usually focus on delivering specific campaigns or services. I can also help you brief agencies and assess whether their work brings the results you need.

When can I expect results?

It depends on your starting point and on how long your buying cycle is. Some improvements, such as clearer messaging or a better conversion path on your website, can show sooner, while brand building and SEO take longer. At the start, I agree with you on what we will measure and when we will review progress.

Can you work with my in-house marketing team?

Yes, and it is a common set-up. I set the direction and priorities, and your team handles the day-to-day work. This way you keep your know-how in the company and gain an outside view at the same time.