25 January 2008 - 15:34It’s a Buyers Market, so You Better Brand Yourself
When I sold advertising space for the Thomas Register, the world’s leading industrial directory, I relied on marketing studies that demonstrated B2B products were bought, not sold. 92% of purchases were initiated by the buyer, not the seller.
According to Philip Kotler in his book, B2B Brand Management, “The Internet furthermore brings the full array of choices to every purchaser or decision maker anywhere with just one mouse click. Without trusted brands as touchstones, buyers would be overwhelmed by an overload of information no matter what they are looking for.” What better way to surface above the searches for products on the web than to develop a recognizable brand for your company and its products? When you look for a book online, do you search for books or do you go to Amazon.com? When you look for a computer online do you search for PC’s or do you go to Dell, or IBM?