In my last article, I discussed the Consumerization of B2B and why this marketplace is increasingly expecting the same gratifying customer experiences as in their roles as consumers. Remember, if you’re selling into the B2B market your customer’s job is either to buy things, as with purchasing agents, or to buy things in order to get back to their job. Either way the experience should be as painless and efficient as possible since, you know, it’s what puts bread on the table.
I have held for many years that, ultimately, B2B customers are subject to many of the same influences and psychological needs as consumers. Sure, there was a time when personal relationships, three-martini lunches, and even cold calls could do the trick in many industries. However, with the advent of a multiplicity of distribution as well as information channels, B2B selling has become much less straightforward. The democratization of information makes for a better informed a
It’s been said, “Positioning is the art of sacrifice.” Meaning you can’t effectively be all things to all people all the time. For successful brand longevity and loyalty, it pays to pick a solid position – which is defensible – and own it. By definition, that means sacrificing other options in order to maintain a position of strength. Any serious chess player is also familiar with the concept. Sacrificing pawns, knights and bishops is necessary in order to build a dominant ad
A danger all marketers face, whether you work for an agency or on the client side, is falling victim to the echo chamber effect. The temptation is there to hear only what we’re saying about ourselves, to the exclusion of what the customers need to hear about how we can address their needs. In other words, be sure you’re not talking to – and about – yourselves, and instead keep it customer focused. Check out the recent Mercedes-Benz ad below. Good for you, Mercedes! Pat yourse
The recent Dove debacle – the literal definition of “whitewashing” – is just one in a seemingly endless and accelerating series of brand-damaging misfires by marketers who believe they are too clever by half. Oh Dove, did we not learn from the ill-fated objectifying by non-objectifying the female form as soap containers? It’s part of a trend, and I would argue the inevitable result, of the fragmentation of the marketing discipline. In focusing so strongly on the technical asp