What B2B Marketers Could Learn From The B2C Playbook [Article]

AS SEEN IN
Marketing Daily Logo

At Marketing Daily last week, I shared some thoughts on what B2B companies should learn from B2C.

As I said there,

It seems astonishing that an enterprise company with 50 strategic customers to target is utilizing a high-level, untailored approach, when a consumer-facing company, such as Amazon or Netflix, uses personalization and very high levels of engagement to reach millions of people.

Customers’ expectations for personalization will continue to bleed into the B2B space. Marketers can and should borrow several practices from the B2C playbook, including:

  • Market the outcomes (what’s in it for them)
  • Get inside your customers’ heads
  • Connect your clients to their peers

Read the full article >>

Related Stories

Customer Advisory Boards: How Difficult Conversations Drive Change

Posted by in Customer Advisory Boards

One of my first jobs out of university was working in the headquarters office of a local business with several locations. In this role, I worked closely with the customer service representatives, and we received feedback, questions, and  

Continue Reading »

Mastering Executive Engagement
What’s Holding You Back?

Posted by in Engagement Strategy

Strong relationships with your c-level customers can accelerate change, uncover opportunities, and strengthen your company’s position. What keeps B2Bs from earning those relationships—and realizing their value? We’ve identified 10 common—but surmountable—barriers that hold B2Bs back.

Continue Reading »

Customer Experience Conundrum – The Fine Line Between Self-service and Customer Service

Posted by in Misc

Self-service, when it works, it is a wonderful thing: online shopping when insomnia strikes, checking in for your flight on the way to the airport, using your phone to hail a ride downtown. However, there are still plenty of occasions  

Continue Reading »

The Power of Customer Input: It Doesn’t Have to be All Good

Posted by in Customer Advisory Boards

I am an ardent believer in providing feedback to companies I purchase from.  I tweet about the amazing, personalized, almost-like-opening-a-gift experiences with shoe retailer M.Gemi or stationer Felix Doolittle.  On the flip side, I also do not hesitate to call  

Continue Reading »

Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »