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Navigable Slide Index

1. Introduction
2. B2B compared to B2C
3. What makes B2B more complex
4. B2C product complexity
5. B2C product complexity example: Beer
6. B2B 4 levels of complexity
7. Boiling down the complexity
8. The Post-It Test
9. Target audience complexity
10. Example of target audience complexity
11. The decision making unit
12. B2B via people
13. Create personas
14. Emotional vs. rational decision making
15. The power of emotions
16. Putting faces to the decision making unit
17. Complexity of the buying process
18. B2C buying process
19. B2B buying process
20. B2B buying - stages and activities
21. B2B buying - who does what
22. Campaign plan
23. Conclusion

Topics Covered

• Reducing the complexity of planning B2B campaigns
• B2B compared to B2C
• What makes B2B campaigns more complex for planners?
• Product complexity
• Complexity of target audience
• Humanizing the decision making unit
• Complexity of buying process
• Stage by stage approach to the sales cycle
• Activity planning: one step at a time

Links

Series:

• B2B Advertising

Categories:

• Marketing & Sales
• Strategy

Talk Citation

Publication History

• Published on November 27, 2008
• Archived on March 17, 2022