By Amy Protexter / 18 Mar 2018 / Topics: Customer experience
As the landscape of consumer marketing changes, so does that of B2B marketing. We’re no longer pushing information out and hoping for a bite. Today’s business buyer is busier than ever and is looking to make a purchase on his or her conditions and timeline, much like today’s consumer.
To compete in today’s marketplace, businesses are shifting to person-to-person marketing. Three key factors are influencing this shift:
Many B2B brands are late to the party. They’re just starting to recognize that the buyer’s journey is extremely different today than it was 10, five or even two years ago. Companies that want to survive are going to have to adopt a P2P marketing strategy ― and quickly.
If you’re ready to outline your new person-to-person marketing plan, start thinking about an omnichannel experience. Spread your company content across different channels to reach people where they are, and open every conceivable line of communication.
Whether a buyer engages through chat, a phone call with an account executive, a conversation on social media, your website or a landing page, he or she expects a seamless experience. And don’t discount the importance of a website optimized for mobile devices.
Creating a seamless content experience means creating a personalized experience. Amazon has clearly set the bar for personal shopping with recommended products and reviews, as well as the intense use of data about who you are, what you purchased and your buying patterns.
Every time you shop with Amazon, whether in the app on your phone or on the website on your laptop, the retail giant knows exactly what you want to see and delivers it to you. You’ll also notice all of your account information, and customer service, is available no matter how you shop.
Once you’ve considered these two cornerstones of your person-to-person marketing strategy — an omnichannel experience and personalization — you can build upon it by developing solid content and deciding which channels best suit your business.
Keep in mind that although the task may seem overwhelming at first, leveraging today’s technology can help you quickly reach your target buyers where they want to purchase, when they’re ready.
Previously Senior Vice President, North America Marketing, Insight
Amy worked at Insight from 2014 - 2023. Amy is fascinated by ideas and has a talent for connecting ideas into compelling messages. She applies the latest marketing ideas to Insight’s global efforts to support and strengthen the company’s identity as a problem-solving provider that puts clients first.
