I’m really not sure why we continue to separate B2B and B2C–they are all people with many of the same desires for optimized user engagement.
In a recent Marketo study, B2B buyers (just like consumers) tend to use websites, email, online communities for comparing products and services. And just like B2C contacts, B2B buyers expect their “interactions with vendors to be personalized and that the people they deal with should do a better job aligning engagement with buyer preferences.
Not surprising is that the fact that 75% of buyers said that vendors must have a “deep understanding of their needs” to be successful. Simply put, we all need to understand our audiences more deeply so we can deliver better content and engagement.
It’s not “What do you want to tell people”, it is “What do they want to hear.” And now, with the loss of sales person or distributor doing the initial direct selling, more emphasis, research and creativity must to be placed on better digital messaging from top to bottom. It means stronger creative for email campaigns, building landing pages instead of websites, personalizing of information and integrating the process from initial interest to post-sale feedback.
And that means more research, journey maps and sales funnel analysis. We all need to understand the customer journey–from B2B or B2C–at a more deeper, personal level.