This infographic from Oneupweb highlights the importance of a key differentiator in B2B marketing campaigns: personal value.
Since 80% of B2B buyers see no discernible difference in business benefits among suppliers, it's crucial that you bring personal value to your content marketing strategy. Personal value, studies have shown, offers twice as many perceived benefits as business value. So don't prattle on and on about your history and expertise, or your commitment to open dialogue. Instead, show companies that you understand their pain points and can ease their suffering.
B2B customers are also more invested than their B2C counterparts (in terms of job security and credibility), so it's even more important that you talk about how to solve their unique problems. Check out what we have to say about the B2B marketing process at http://www.oneupweb.com/sexy.