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, personalizedContinue reading “Navigating the B2B Buyer’s Journey”
Category Archives: Customer Experience
Using B2C Tactics in B2B Marketing
In my opinion, one of the most common mistakes that a B2B marketer can make is to forget that their target audience is a group of human beings and not an ‘organization’. (Perhaps “mistake” is too strong, let’s say it’s an oversight or a blind spot.) Regardless of what we call it, we as marketersContinue reading “Using B2C Tactics in B2B Marketing”
Feedback Matters #3 – How should I respond to online reviews?
What advice do I give to clients who are scared of flipping their online reviews switch ‘On’? Here’s my quick and easy cheat sheet for when they take the plunge. Always say ‘Thank You’ regardless of how mundane, negative, or belligerent the feedback may be. Acknowledging and showing appreciation for a customer taking the timeContinue reading “Feedback Matters #3 – How should I respond to online reviews?”