In B2B, the old 4 P's Marketing, tactical and oriented to selling "however, whenever" without caring much about the other party, has lost strength. The new B2B Marketing that delivers malaysia phone number library results (not only at the sales level) has a clear purpose: improving or creating the best possible B2B customer experience.
In my own way of understanding, seeing and applying B2B Strategic Marketing as a B2B Marketing and Customer Experience Strategy Consultant and Mentor , I believe that improving the B2B or industrial Customer Experience is the perfect way to guide the Marketing of a B2B or industrial company and thus obtain sustainable results and not one-off hits. My own methodology combines aspects of both, B2B Marketing Strategy and B2B Customer Experience.
Personally, I think that Customer Experience (from the “what”) and B2B Marketing (from the “how”) do not make sense in isolation in a company that wants to survive changes by growing.
Today, I want to talk to you about the new approach to B2B Marketing and why I undoubtedly take it towards Customer Experience or B2B Customer Experience in its execution.
The old tactical marketing of “I’ll catch you here, I’ll kill you here” can have an impact on a B2C client, who buys very impulsively and with almost no risk, but not in B2B where a professional buys with risk and with the desire that the supplier be a recurring one and make the ENTIRE process easier. On the other hand, he/she will probably be very saturated with impacts, dedicating very little time to stopping.
New B2B Marketing must respond to this great challenge and generate mutual benefit for both the customer and the supplier. This is especially complicated in a changing, hyper-competitive and omnichannel environment.
It is about a CEO taking several steps back and rebuilding that form of relationship adapted to what a profitable customer segment wants. This is the new B2B Marketing, which focuses on helping throughout the process, with a product or a service, or with content… or with everything, but adapted to a specific person at a specific time.
What tool does this CEO have to achieve this cultural change? : The philosophy and methodology of Customer Experience
Who do you have to run it?: Marketing.
Why? : I explain below.
CUSTOMER EXPERIENCE IN B2B
In the medium term, a B2B or Industrial company can no longer be a product specialist only (unless it is able to remain the cheapest or most innovative over time ). It must choose and specialize in those customer groups that need products, but also value few processes, little risk and leadership.
To be Customer-Centric is about increasing the contact surface with the customer at the points of contact that are relevant to them. Restructuring the functional organization towards a matrix organization with a greater listening capacity than the traditional Marketing and Sales organization. We are talking about generating it from the entire organization. How to achieve this?:
Although the most purists of Customer Experience understand that Marketing is “something different”, that it has nothing to do with them, its methodology and philosophy executed from a B2B Marketing idea is much more effective and agile.
