Successful B2B Customer Engagement Requires More Than Copying B2C Formula
By: Harvard Business Review 05.16.2016
In the B2B world companies have been reluctant to open up to their customer networks. Rather than use social media, for instance, they rely on the traditional way of engaging with prospects and customers. So, if you have a problem with your industrial cement mixer, you usually have only two options: read the manual or call your sales rep.
But B2B customers are mobile, fully engaged in social media, and well educated. For example: