It’s About Selling Intelligence, Not Just Products

I’m always struck by B-to-B marketers’ focus on just selling products when, in fact, customers want to buy solutions. In B-to-B, most often, the products sold require knowledge to make them work. Computers need to be installed, networked, made secure, backed up, among a host of other things. Industrial supplies are often used in manufacturing processes. Even office supplies aren’t simple anymore. (When was the last time you bought and installed a new PC printer?)