B-to-B Needs Customer-Centricity
• B-to-B buyers are more interested in actionable data than, for instance, all of the data on Twitter, says Halferty. They want to use it to create business value, she says.
• Customer journeys aren’t linear and they’re doing the research before ever reaching out to marketers, says Winter. About 75 percent of buyers have already made up their minds about what to buy before contacting the company, he adds. They’re in peer user groups, attending conferences and finding information elsewhere, Winter says. So arm sales with data and teach them social selling, he says.
• Content marketing is what will help the 75 percent of buyers who aren’t contacting marketers make up their minds, says Winter. SAP sees lots of hits on short, well-produced, “raw” videos and homepages customized through third-party data that allows remarketing, he says. Halferty says IBM thinks of whitepapers as “old,” and is moving to shareable social bites, games and interactive databases that allow prospects to look at trends they want to see. “We’re trying to do more where it’s interactive,” she says. Macaitis finds “the great content is just customers.” For instance, 40 of them proposed to Slack on Twitter. “People believe you and trust you more,” he says.
• Salespeople don’t want marketers to give them leads at SAP now, but they do want marketing to help with the beginning of the purchase, the purchase and after the purchase to retain customers, Winter says.
• Chief data and chief analytics officers will probably ask for data on customers’ major life events in order to upsell and cross-sell them, says Halferty.
• SAP is paying more attention to its top 20 percent of customers, because marketing spent on top accounts is worth the investment, says Winter.
What else should B-to-B marketers consider?
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