Navigating the B2B Buyer’s Journey

In a previous post, I talked about using conventional B2C tactics with a B2B audience and touched on the changing expectations of B2B customers. The merging of B2B and B2C in the minds of our customers, highlighted in Demand Gen Report’s 2021 B2B Buyers Report,1 means that our audiences are expecting a more polished, personalized (and more self-serve) user experience (UX).

However, the B2B path to purchase is still quite different than B2C in most cases. It can be long, complex, and non-linear. The procurement process can also vary greatly between customers. There is no one-size-fits-all marketing or selling formula.

Continue reading “Navigating the B2B Buyer’s Journey”

#WednesdayWisdom – Solving Problems

“We cannot solve our problems with the same thinking we used when we created them.”

Albert Einstein

Sometimes we need to shake things up.
Look at the world upside down.
Think differently.
Stand up and stand out!

Albert Einstein is one of my favourite historical figures. (Unsurprising given my background in Physics.) His humour and curiosity are as laudable and fascinating as his intellect. He would likely be my answer to the question, “If you could have dinner with anyone from history, living or dead, who would that be?”

So, if YOU could have dinner with anyone from history, living or dead, who would that be?
Let me know in the comments!

© 2021-2022 Tracey Copeland, Rolling Sands Consulting.