Jose Palomino

Message for B2B: “People Are People”

March 7, 2013

Original Post: B2B is the New B2C
By Tim Moran | February 1, 2013

“I couldn’t help but notice the parallels between consumer expectations in B2C and B2B business models. That got me thinking about why consumers now expect businesses to deliver the same types of relevant, engaging, connected experiences that they receive when they interact with consumer-oriented companies.

The answer is simple: People are people.

It’s time for B2B and enterprise marketers to rethink the ways in which they engage their target audiences. The winning recipe: Measure everything, give customers and prospects the information they seek, and listen to what they are telling you via social and customer-support channels to continually improve the engagement and buying life cycles.”

I have been thinking a lot about this recently in relation to an article I developed about becoming the Downton Abbey of B2B.  As the article says, “People are people.”  They are increasingly relational.  B2B companies have to take a page from the B2C book.  But I also believe that B2B companies have an advantage because usually the sales process is more about face-to-face contact.  Instead of a person walking into a Macy’s to (possibly) have a one-time encounter with the salesperson behind the counter, my customers interact with me or one of my employees multiple times over the course of the year.  Once their purchase our offering, we aren’t out of the picture — we continue to walk beside them as they utilize what we have to offer.  So I would argue that B2B companies have the potential to be MORE relational than B2C, and that should definitely come across in marketing efforts.

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