B2C is more competitive. But B2B is tougher.

B2B is tougher than B2C, when you’re in marketing or sales.

In B2B:

• The audience is rewarded for being skeptical about everything you say.
• The potential customer universe is tiny, compared to B2C. I’ve worked for companies where a hundred potential customers existed, worldwide.  
• Testing different messages is impossible because the audience isn’t big enough
• Saying the wrong thing or in the wrong way is dangerous and might lose you a customer worth millions
• The sales cycle, and feedback loop, can take months or years. 
• There is no single decision-maker. There might be one person who can ultimately say ‘Yes’, but that person consults many people who can say ‘No’
• Finally, B2B salespeople and marketers have to stay ‘professional’. So everything from humor to aggressive tactics to coupons is off the table.

Damn, that’s a lot of hurdles, just to get a contract signed. 

But you can do it, by standing out in B2B-safe ways. 

Here are 10 tips, from a guy who has to get attention every day from corporate prospects who aren’t looking to give it.