Even in Business-To-Business there are several kinds of services: those that are needed or required and those that are interesting or fun but not really necessary.
Still the biggest differentiation is the not the usefulness or benefits but whether the service is addictive or not.
If your service is addictive then you are able to give it away for free as a trial to as many people as possible. Due to the addictiveness people will start missing the service once the free trial has ended. Just like cigarettes, alcohol and drugs an addictive service will generate its’ own demand. In this case hardly any marketing is needed to stimulate sales.
If your service is not addictive but just useful then you will need a lot of marketing efforts consisting of advertising, content marketing and the all important references as without these people just won’t purchase as they don’t see the immediate benefit for them selves.
If you give your useful service away as a free trial, people will find it interesting but not more. Maybe they will miss it if they see a real value for your service.
Supported by your advertising and content marketing people will start to believe your useful service could be important and beneficial seen the amount of interest in the media.
By additionally presenting references the basic interest can turn into a desire to have the service in order:
- To be part of the group
- To be considered as a leader
- Not to lag behind on the rest
Are your services addictive ?