The New World of B2B Marketing: What It Means for You
It’s easy to see B2B and B2C marketing as completely different animals.
After all, that’s how their customers have behaved over the years.
The common thinking: it’s easier to sway B2C customers with media, ads, and special offers. They care about brands, but most of the time, switching between them is not a big deal if they’re not happy with their experience.
B2B customers, on the other hand, do extensive research. They care about the technical specs of your product. If they decide to buy, it’s often done through a formal procurement process. Once they become your customer, they tend to stick with you for a longer time because switching to a different provider can disrupt their workflow.
This explains why B2B has moved slower than B2C sales in responding to changing technologies, trends, and customer preferences…
However, continuing along that slower path today leads to some serious missed opportunities.
Traditional B2B strategies – from cold calling and direct mail to relying on word-of-mouth referrals – still have their place and can be effective. But you can supercharge your sales if you’re willing to integrate a few new concepts to help you adjust to today’s rapidly-changing B2B environment.