Executive Briefings

Successful B2B Customer Engagement Requires More Than Copying B2C Formula

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:

* 94% of B2B buyers conduct online research before deciding on a purchase

* 97% of professional buyers believe that user-generated content, such as peer reviews and group discussion, is more credible than content provided by the company itself.

Unfortunately, the few B2B companies that have responded to this reality by embracing customer networks usually have just copied a successful B2C formula. This is seldom a good approach.

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But B2B customers are mobile, fully engaged in social media, and well educated. For example:

* 94% of B2B buyers conduct online research before deciding on a purchase

* 97% of professional buyers believe that user-generated content, such as peer reviews and group discussion, is more credible than content provided by the company itself.

Unfortunately, the few B2B companies that have responded to this reality by embracing customer networks usually have just copied a successful B2C formula. This is seldom a good approach.

Read Full Article