1.   Products, services and propositions are complex.
2.   There are fewer buyers and they're harder to find.
3.   Pricing can vary enormously.
4.   The sales cycle is longer.
5.   Corporate brands are hugely important.
6.   Emotions are involved – one of them is fear.
7.   More people decide whether to buy or not.
8.   Marketing inside companies really matters.

1. Products, services and
propositions are complex.

The benefits of sophisticated kit and processes often aren't
readily apparent. Propositions will probably be tougher and
more rational.

2. There are fewer buyers and
they're harder to find.

Finding them is not enough. You also need to find the people
who can influence them.

3. Pricing can vary enormously.

Products are less standardised and the pricing can depend
on who's buying.

4. The sales cycle is longer.

You have to appreciate where your customer is in the buying
process – and give them the right information at the right time.

5. Corporate brands are
hugely important.

The reputation of a brand can often mean the same product
can be sold for more – much more.

6. Emotions are involved - one
of them is fear.

People dread making the wrong purchasing decision so you
have to give real reasons to buy, not just 'fluffy' ones.

7. More people decide whether
to buy or not.

You've got to persuade more than one person about more
than one aspect of your product.

8. Marketing inside companies
really matters.

There are many people in a company who have to be
persuaded. Inside can be a good place to start.