B2B is the new B2C

5 Enero 2014 | 1 Comentario

Decision-makers’ role within a company is not anymore dissociated from their behavior as consumers. For years we stared at C-level executives playing a social and technological private life while performing isolated traditional-based decisions at work. The consumerization of enterprise sales is already among us. B2B buyers are now mimicking consumer shopping behaviors.

Enterprise buyers are getting social and mobile the way consumers did. Sales people are not anymore the first neither the main source for them to make a decision. More than 60 percent of buyers consult thirdparty sources before consulting a company’s salesforce, including thirdparty sites, feedback from a business partner, social channels and conversations with peers who already have experience with the product or service. This is part of the conclusions from a study carried out by Avanade in October 2013.

The Customer Journey becomes more complex and the buyer’s knowledge of the company’s product, service, competitors and pricing much broader. Adapting to this reality entails sizable process changes which will need to be supported by technology. Not only do Communications become part of the core business. Further departments such as marketing, IT and manufacturing now play a key role in directly managing customer experiences. Not to forget that Customer Experience is the new Differentiator, a must-breakthrough along the loyalty path.

The truth is that for us marketers struggling for lustra with B2B relations, it is key considering the person behind a position, his or her consumer side. Thus taking a more emotional turn in the salesforce attitude towards enterprise buyers. And, above all, making their work easier.

See also “Customer Experience is the new Differentiator“.

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Comentarios

[...] Everything gets confused as mobile is omnipresent. No borders let companies respond by department. B2B is now also B2C. Saying digital today is saying nothing. Digital is a synonym of street, shop, marketing… [...]

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