In my post Navigating the B2B Buyer’s Journey, I talked about the changes B2B buyers are exhibiting with respect to how they think about, find and consume product information while doing research. They are becoming more and more independent as B2C and B2B buying expectations merge in their minds and their behaviour.1 I also touchedContinue reading “The Usual Suspects – 5 Characters on the B2B Buyers’ Journey”
Tag Archives: Procurement
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, personalizedContinue reading “Navigating the B2B Buyer’s Journey”
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”
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