[jschveibinz]

Great question. No cost “pilot” projects are the typical solution for B2B. Remember that it is still all about value. The stronger the value (problem/solution pair) the easier this will be. B2B customers will take risks on new products/services if they really need a solution.

How do you get B2B early adopters to bite?

- You can emphasize the marketing angle. Marketing dept’s may do things that ops won’t

- You can do side-by-side comparisons with a B2B provider, and send them the unflattering comparison

- You can post content specifically targeted at your B2B customers...this can be done by the right digital marketer

- You can work bottom-up: target the B2B’s users and get the “crowd” to help you convince the B2B to work with you.

Yep, this all costs time, effort and money.