B2B versus B2C Marketing Adjustments

Coaching Tip

One of the biggest differences between B2B and B2C worlds is marketing. B2B companies invest to understand their customers as well, but the path they take is very different. In the B2B world there are three typical levels: user, influencer, decision maker and each level may have 1 to 1,000s of people involved and impacted in the buying of services. Domain knowledge — The B2B buyer has the expertise and experience in the offering being considered.

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B2B Social Media Case Study: Dell Vostro V 130 #TradeSecrets Campaign: getting the small business community talking

Krishna De

B2B Social Media Case Study: Dell Vostro V 130 #TradeSecrets Campaign: getting the small business community talking is an article post from: Biz Growth News. Are you looking to build more visibility about your business online through outreach and connecting to your customers?

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Trending Sources

How Agile Project Management Can Improve Your B2B Business

Strategy Driven

As such, agile management can be extremely beneficial for B2B businesses. Agile project management can require a significant change within a B2B business. You just finished reading How Agile Project Management Can Improve Your B2B Business !

How to get started using social media in your B2B organisation

Krishna De

Are you still unsure how to use social media if you are a B2B organisation to support you in building awareness for your organisation, attracting leads, increasing referrals and yes attracting new clients?

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B2B Social Media Case Study: American Express Facebook Big Break for Small Business

Krishna De

If you are looking for ways that B2B companies are using social media to connect with their customers the American Express OPEN programme may be a programme you can get inspiration from.

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Why Self Image Matters in B2B Sales

Harvard Business Review

B2B marketers, on the other hand, have shied away from the idea, instead approaching selling as a rational, numbers-driven process where the best value proposition wins.

What Salespeople Need to Know About the New B2B Landscape

Harvard Business Review

The AIDA model and its variants are the basis for sales funnels at many B2B firms. Sales people have not been replaced by digital, and providing relevant solutions remains key in most B2B buying scenarios. Selling has always been more about the buyer than the seller.


B2B Salespeople Can Survive If They Reimagine Their Roles

Harvard Business Review

“Death of a B2B Salesman,” a new report from Forrester Research , lends urgency to the need for companies to rethink and radically transform their sales models by incorporating digital media into their processes. Here’s how B2B sellers should do that.

B2B Companies: How Can You Connect Your Top Customers in Your Online Community?

Managing Communities

Please Update Your ManagingCommunities.com RSS Feed Subscription This feed has moved to: [link] I apologize for the trouble. For more details, please read my post on the matter. Thank you. Community Cultivation

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4 Ways for B2B Businesses to Keep Their Customers

Harvard Business Review

According to Gallup , only 29% of B2B customers are engaged with the companies they do business with. Let that sink in. That means 71% of your customers are likely not committed to sticking with your company or, even worse, are actively seeking to move their business elsewhere. This problem is not new.

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Stop Treating B2B Customers Like Digital Novices

Harvard Business Review

” In the B2B world, though, the experience is very different. But B2B customers are mobile, fully engaged in social media, and well educated: 94% of B2B buyers conduct online research before deciding on a purchase.

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The Science of Marketing Throughout the Entire Funnel

Women on Business

Guest Posts b2b marketing marketing funnel We''ve Moved! Update your Reader Now. This feed has moved to: [link] If you haven''t already done so, update your reader now with this changed subscription address to get your latest updates from us. link].

Avoid These Common B2B Content Marketing Mistakes

Harvard Business Review

B2B buyers often have made up their minds about a purchase before a sales rep even gets a foot in the door. It’s no wonder, then, that more than 90% of B2B sellers have turned to content marketing to help regain access to buyers in the early stages of the purchase process.

Social Media Works for B2B Sales, Too

Harvard Business Review

It’s a common issue in B2B markets. This is a terrifying development for B2B firms, and especially for their sales and marketing teams.

Why B2B Companies Struggle with Collaborative Innovation

Harvard Business Review

Collaborative innovation is a hot topic in the B2C space, where it overlaps with crowdsourcing, but we see B2B players taking an interest as well. In the B2B space, companies tend to be driven by specific business goals and priorities.

How B2B Marketers Can Get Started with Social Media

Harvard Business Review

Many B2B CEOs still believe that social media isn’t right for them. The Content Marketing Institute reports that social media marketing can help B2B brands build awareness and showcase their expertise. B2B companies need to take this to heart.

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Run B2B Sales on Data, Not Hunches

Harvard Business Review

Decision making at big B2B companies is often skewed by anecdote and myth: A worried report from the most vocal salesperson about a competitor’s latest move; a customer complaint that happened to be fielded by a senior executive. That’s complicated at any B2B business. Vincent Tsui for HBR.

How B2B Sellers Are Offering Personalization at Scale

Harvard Business Review

B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. Only then will B2B sales professionals be able to capitalize on personalization at scale and fully realize how disruptive it can really be. As consumers in this data-driven, algorithmically obsessed world, we’ve come to expect highly personalized experiences that are tailored to our specific needs.

B2B Salespeople Need to Act More Like Travel Agents

Harvard Business Review

A similar sequence has happened with B2B buying. By 2012, our research shows, nearly 60% of a typical B2B purchasing decision — researching solutions, ranking options, benchmarking pricing, and so on — was happening before the buyer even had a conversation with a supplier. See More Videos > See More Videos > Surely B2B purchasing hasn’t become that bad. Like these companies, B2B suppliers need to focus on making it far easier for customers to buy.

How More Accessible Information Is Forcing B2B Sales to Adapt

Harvard Business Review

Those forces are dramatically changing the way B2B companies and their customers approach buying and selling, too. Over the past 20 years, information technology and digital channels have changed the way consumers shop for products ranging from cars to homes to electronics.


84% of B2B Sales Start with a Referral — Not a Salesperson

Harvard Business Review

Outbound B2B sales are becoming less and less effective. Meanwhile, 84% of B2B buyers are now starting the purchasing process with a referral, and peer recommendations are influencing more than 90% of all B2B buying decisions. If organizations don’t change their outdated thinking and create effective sales models for today’s digital era, Forrester warns that 1 million B2B salespeople will lose their jobs to self-service e-commerce by 2020.

Make “YES” the First Word Clients Say, Not the Last

Women on Business

Guest Posts b2b sales b2c sales Sales sales tips small business sales We''ve Moved! Update your Reader Now. This feed has moved to: [link] If you haven''t already done so, update your reader now with this changed subscription address to get your latest updates from us. link].

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What to Do When Satisfied B2B Customers Refuse to Recommend You

Harvard Business Review

In an ideal B2B world, your happy customers would spread the news about your great products, generating all the well-known benefits of word of mouth. Many B2B products become more useful when most players in the industry adopt them.

Insights on B2B Pricing Strategies & Trends for Leading Enterprises

Leading Strategies

The practice of pricing in B2B enterprises has evolved considerably over the past two decades. It is no longer a specialized silo function, but rather a stra…… Sales & Marketing

Dealstorming: The Secret Weapon That Can Solve Your Toughest Sales Challenges

Kevin Eikenberry

By Tim Sanders Making sales, especially in the B2B environment, is tougher and more complex than ever. If you are involved in B2B sales at all, you would certainly agree with that assertion.

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Why companies win by building relationships

Lead on Purpose

For too many companies, business-to-business (B2B) customer engagement is dismally low. In his article B2B’s Win by Building Relationships, Not Selling on Price , author Marco Nink gives the following insight on the importance of building customer relationships: Competing on price is a losing strategy, and Gallup research shows it’s an unnecessary one. The more a B2B company helps its customers perform, the more essential it becomes.

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ESB International Energy Innovation – a B2B corporate blogging case study

Krishna De

A chance conversation I had with someone about the growing use of social media by B2B companies convinced me that a business blog would help to kill several birds with the one stone. What other examples of B2B corporate blogs have you noticed being launched this year?

10 Insightful Social Media Quotes from Smart CEOs

C-Level Strategies

” (B2B Company). ” (B2B Company). ” (B2B Company). I’m quite fortunate to be part of the team at CEO Connection , working closely with our CEO members on a daily basis as Chief Relationship Officer.

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6 Competencies Your Sales Team Must Master

Let's Grow Leaders

Yes, I know that most B2B sales take at least 7 touch-points before the decision maker takes action.

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Addressing Sales Productivity

Strategy Driven

In the B2B market space all sales leaders face similar issues and these centre on sales productivity. Salesforce Issues. A significant level of revenue and margin is often produced by about 20% of the sales force.

New posts on #ecademy

Rapid BI

Disruptive Innovations that have impacted B2B Marketing Disruptive Innovations that have impacted business & B2B Marketing Looking through some of this data raises some interesting thoughts. Especially that some firms just seem to keep being there. The question is what will be the next disruptive technology or application that will change the way we do [.]. ecademy

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Why Art Matters as much as Technology

Mills Scofield

As Deb described STEAM and its role in for/not-for-profit businesses, B2B and B2C, Matt realized that much of his work in his recent deployment to Afghanistan depended on STEAM. STEM to STEAM - the "A" in STEAM stands for Art/Design.and Afghanistan Air Force.

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Smiles All Round? Tips For A User-Friendly Ecommerce Store

Strategy Driven

Real-time, human support is now one of the most sought-after features for any B2B and B2C website owner, and if it isn’t a given in your industry, I assure you it will be soon! Photo courtesy of Tech in Asia via flickr.

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Improving Your Personal Brand as an Entrepreneur

Lead Change Blog

The following are the most important aspects of working on for increasing both B2B branding in addition to B2C branding. In today’s marketplace more and more individuals are calling themselves entrepreneurs. Personal branding is the most important way to set yourself apart from the crowd.

Birthing a Baby Unicorn: The Anatomy of a Successful Startup Launch

Great Leadership By Dan

So much depends on the market the startup is in as well as the company’s focus (B2B vs. B2C), but there are still some guidelines that apply across the spectrum: 1. Guest post by Carol Broadbent and Tom Hogan : Ask anyone in Silicon Valley and they have a theory on how to launch a startup.

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Every Business Is (Or Should Be) a Social Business

Mills Scofield

The differences were more along traditional business characteristics: virtual vs. physical product or service, B2B vs. B2C, etc. Mali Health Clinic. I believe the distinction between social and non-social business is a false dichotomy. And yet, it’s one we continually want to make.

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5 Pitfalls of Marketing Waterfalls

Strategy Driven

Take note that 72% of B2B marketers have no or very little processes for lead funnel optimization, according to the 2012 Marketing Sherpa B2B Benchmark Study.

Despite Dire Predictions, Salespeople Aren’t Going Away

Harvard Business Review

Forrester Research predicted that one million B2B salespeople will become obsolete by 2020, lost to e-commerce. Will there really be fewer B2B salespeople in 2020? Today, buyers increasingly use the web to evaluate purchase options in both B2C and B2B markets.

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Box’s CEO on Pivoting to the Enterprise Market

Harvard Business Review

But by staying disciplined with the product and deeply understanding market trends, they’ve made the strategic shift from B2C to B2B work. Aaron Levie, the CEO of Box, reflects on the cloud storage company’s entry into the enterprise market. He was skeptical about pivoting away from consumers, and it was challenging. Download this podcast. Technology Disruptive innovation Business models Audio

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How to Use Social Media to Market Your Interior Design Business

Strategy Driven

B2B customers tend to have a lot more money to spend, and may also be willing to pay a higher price for your services. Social media is a powerful marketing tool for individuals and small businesses.

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