If you sell to other businesses, this call will change how you think about your marketing. Dan Kennedy sits down with Robin Robbins, who built a multi-million-dollar business selling marketing services to IT firms, to show that the same direct response principles work in B2B as in consumer marketing.
What you will hear:
How B2B marketing follows the same direct response principles as consumer marketing, not a different playbook
How to sell to committees and purchasing agents instead of individual buyers
How to get past gatekeepers and reach the actual decision maker
How to secure corporate sponsorships from large companies like Microsoft and Intel
How to build authority and celebrity status in a B2B niche
How to use direct mail and email follow-up in B2B sales
Robin shares how she built her business from scratch by approaching associations and offering value through hardcore selling and relationship building. She and Dan Kennedy discuss why the same direct response principles apply whether you sell to businesses or consumers, how to drive purchase decisions from the top down, and how to avoid letting gatekeepers block your path to the buyer.
This is a practical guide for any business owner who sells to other businesses and has wondered whether their marketing needs to change when the buyer is a company.