Measuring B2B’s digital gap

McKinsey

B2B companies fall short of their B2C counterparts in key areas of our Digital Quotient assessment. Our Insights

B2B 87

Discussions in digital: Moving B2B companies into the digital world

McKinsey

Digital has changed how B2B leaders meet customer demands, but not in all the expected ways. Our Insights

B2B 112

What the future science of B2B sales growth looks like

McKinsey

Companies that lead in B2B sales follow a three-pronged strategy to drive above-market growth. Our Insights

B2B 86

B2B business branding

McKinsey

A deeper understanding of branding’s role in decision making is critical if B2B companies want their brands to drive value. Our Insights

B2B 53

Finding the right digital balance in B2B customer experience

McKinsey

Growing numbers of B2B companies are focusing on digitization to succeed with customer-centric strategies. Here’s how to get it right. Our Insights

B2B 85

Five Selling Secrets of Today’s Digital B2B Leaders

BCG

To understand what makes digital B2B sales leaders tick, The Boston Consulting Group undertook a study of the end-to-end selling models used by a dozen next-generation sales leaders. Article Tuesday, April 05, 2016. A quiet revolution has been happening in sales over the past several years.

B2B 82

Is Poor B2B Customer Experience Undermining Your Sales Success?

Joellyn Sargent

B2B customer experience is nothing like a consumer experience. While the sales process may be vastly different for B2B, buyers are still people. B2B buyers value trust just as much (if not more) than consumers. Broken Promises are Deal Breakers in B2B. How about your B2B customer experience? Or is it? They expect to be treated well, and they want open, honest, and timely communications.

B2B 116

Stop Treating B2B Customers Like Digital Novices

Harvard Business

” In the B2B world, though, the experience is very different. But B2B customers are mobile, fully engaged in social media, and well educated: 94% of B2B buyers conduct online research before deciding on a purchase.

B2B 83

Keeping B2B Marketing Content “Human”

Women in Consulting

So why is there so much bad B2B marketing content out there? B2B companies are just as able to develop creative, fun, people-focused content as their consumer-oriented counterparts. Even in b2b, relationships happen between people, not faceless entities, and fun and humor are as human as you can get. By: Kathy Klotz-Guest.

B2B 61

How B2B digital leaders drive five times more revenue growth than their peers

McKinsey

By focusing on the right digital practices, B2B companies—currently trailing B2C companies in digital transformation—can create long-term value. Here are five areas where digital leaders excel. Our insights

B2C 87

Run B2B Sales on Data, Not Hunches

Harvard Business

Decision making at big B2B companies is often skewed by anecdote and myth: A worried report from the most vocal salesperson about a competitor’s latest move; a customer complaint that happened to be fielded by a senior executive. That’s complicated at any B2B business. Vincent Tsui for HBR.

B2B 64

Engaging the B2B Customer

1 to 1

A few years ago while attending Dreamforce, I had a few meetings with executives from marketing automation companies who shared different approaches to engaging with B2B customers and prospects. Given the amount of emphasis that''s placed on using data and automation to engage with B2C customers across the industry, I was instantly intrigued by the possibilities for B2B organizations.

B2B 47

B2B Salespeople Need to Act More Like Travel Agents

Harvard Business

A similar sequence has happened with B2B buying. By 2012, our research shows, nearly 60% of a typical B2B purchasing decision — researching solutions, ranking options, benchmarking pricing, and so on — was happening before the buyer even had a conversation with a supplier. See More Videos > See More Videos > Surely B2B purchasing hasn’t become that bad. Like these companies, B2B suppliers need to focus on making it far easier for customers to buy.

B2B 70

84% of B2B Sales Start with a Referral — Not a Salesperson

Harvard Business

Outbound B2B sales are becoming less and less effective. Meanwhile, 84% of B2B buyers are now starting the purchasing process with a referral, and peer recommendations are influencing more than 90% of all B2B buying decisions. If organizations don’t change their outdated thinking and create effective sales models for today’s digital era, Forrester warns that 1 million B2B salespeople will lose their jobs to self-service e-commerce by 2020.

B2B 87

4 Ways for B2B Businesses to Keep Their Customers

Harvard Business

According to Gallup , only 29% of B2B customers are engaged with the companies they do business with. Let that sink in. That means 71% of your customers are likely not committed to sticking with your company or, even worse, are actively seeking to move their business elsewhere. This problem is not new.

B2B 67

Bridging the B2B Customer Experience Chasm: Addressing the Talent Gap

1 to 1

My colleague Anna Papachristos recently wrote an insightful article about the findings in Accenture Strategy's 2015 B2B Customer Experience report. The report underscored how despite the understanding of executives about the value that B2B customer experience initiatives can generate, the vast majority of B2B companies are missing out on revenue growth opportunities due to poor performance.

B2B 50

Offense and defense, a b2b insight

Seth Godin Blog

Selling change to organizations is difficult. One reason is that change represents a threat, a chance for things to go wrong. It's no wonder that many people avoid anything that smells of change.

B2B 43

When B2B buyers want to go digital—and when they don’t

McKinsey

New research indicates where to focus digital investments so that they will reap rewards in online and face-to-face channels. Our Insights

B2B 86

Follow the customer decision journey if you want B2B sales to grow

McKinsey

B2B organizations must focus on the people and moments that matter so that marketing spend turns into real sales. Our Insights

B2B 47

Machine Learning Can Help B2B Firms Learn More About Their Customers

Harvard Business

B2B, or the process of marketing and selling product and service offerings to business customers, is experiencing an intensified focus as the availability of new digital data that describes businesses grows. Traditional B2B insight activities have involved such limited data as size of companies as measured by revenue, capitalization or employees, and industry type as formally classified by SIC codes. vincent tsui for hbr.

B2C 43

Pain and money and b2b selling

Seth Godin Blog

When you sell to someone at a business, it's worth remembering that the pain their problem is causing belongs to them, while the money they have to spend, doesn't. Any time you can cure their pain in exchange for their boss's (or the shareholder's) money, that's a compelling offer.

B2B 40

How B2B Sellers Are Offering Personalization at Scale

Harvard Business

B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. Only then will B2B sales professionals be able to capitalize on personalization at scale and fully realize how disruptive it can really be. As consumers in this data-driven, algorithmically obsessed world, we’ve come to expect highly personalized experiences that are tailored to our specific needs.

B2B 43

Don't blow it (the secret of b2b)

Seth Godin Blog

If you sell to businesses, you''re either calling on unsuccessful companies, who are panicking and afraid and don''t have a lot of resources to spend on new things. Or you''re selling to successful businesses.

B2B 38

Why Are B2B Companies Ignoring B2C CX Practices?

1 to 1

It disappoints me when customer experience professionals at B2B companies won't even consider CX practices from business-to-consumer companies. Sure, B2B firms can learn a lot from other B2B firms: Cisco has an amazing voice of the customer program, Boeing does great work conducting field studies of their customers, and Adobe has a notable CX governance practice.

B2C 49

Building B2B Customer Personas to Gain Deeper Insight Into Target Buyers

1 to 1

But there's far less data available about B2B buyers, including information about their preferences and interests, making it challenging for B2B sales and marketing teams to understand their clients' interests and needs in what is typically a more complex and extended sales cycle. Every day there's more information available to marketers about consumers, including their transaction histories, social media comments, mobile and website behaviors, etc.

B2B 46

Customer Experience Design Lessons From B2C & B2B Award Winners

1 to 1

B2C financial services provider Ally Bank and B2B professional services firm PwC Australia took home top honors in the design category of Forrester''s first annual Outside In Awards.

B2C 40

Year-End Roundup: Top 10 Most Popular Blogs of 2017

McKinsey

SURVEY] The B2B Buyer Persona: 30 Ways to Get Inside the Mind of Your Target Buyer. For the complete study, download The B2B Buyer Persona here. STUDY] What Do B2B Buyers Want? Account-Based Everything Best Practices from the Industry Sales Development Account-Based Marketing B2B Sales Insights Cold Calling cold email Customer Satisfaction DiscoverOrg Email Marketing Good Data Outbound Email Outbound Sales Prospecting Sales Tips

B2B 46

The most common b2b objection (and the one we have about most innovations)

Seth Godin Blog

You'll never hear it spoken aloud, but it happens all the time, particularly when you're selling something new, something powerful, something that causes a positive change: "You're right, but we're not ready.". This is what people felt about the internet, about word processors, about yoga pants.

B2B 35

What enterprise-technology companies must know to drive digital-sales growth

McKinsey

B2B companies often achieve subpar results from digital-sales initiatives—and tech companies are not immune to this problem. How can they reverse the trend? Our Insights

B2B 108

Whether with Consumers or B2B Customers, the Steve Jobs Approach Pays Off

Strategy+Business

IT firms working with business-to-business clients can boost customer satisfaction and loyalty by bundling hardware, software, and services

How to Get the Most from Corporate Sponsorships

Joellyn Sargent

b2b Marketing Small Business Marketing Start-Up Marketing event marketing marketing message sponsorship Sponsorship Can Pay Off, If You’re Smart About It. Are you thinking about sponsoring an event, conference, trade show or community fundraiser? Read this first, so you can turn a potential money pit into a real opportunity to build your business. If I sound harsh, it’s because I know all too well that sponsorships CAN be money pits if not handled properly.

B2B 100

Why roses? They’re the toughest

Consultants Mind

It’s what people want B2B: They can survive international shipment For those impatient readers, I’ll cut […]. Happy Valentine’s. For those of you who gave / received roses, bravo. Life is short, enjoy. Indulge yourself and make others happy. So do you know why roses are so popular? B2C: It’s the epitome of beautiful and elegance. The post Why roses? They’re the toughest appeared first on Consultant's Mind. Fun Trivia

B2C 107

Lifting customer experience at an elevator company

McKinsey

Pierre Liautaud, executive vice president at Finnish elevator maker KONE, describes the critical role of frontline teams in navigating complex business-to-business (B2B) customer-experience relationships.

B2B 88

Unlocking the power of data in sales

McKinsey

Analytics plays an increasingly important role in B2B sales—and high-performing sales organizations take it to a new level to differentiate themselves from the also-rans. Our insights

B2B 87

In Customer Service, In with the New Doesn't Mean Out with the Old

Strategy+Business

Customer service websites can help B2B firms keep their costs down, but they must invest in traditional hotlines and tech support to satisfy their neediest clients

B2B 55

Should Consultants Offer Guarantees? The Answer May Surprise You…

Consulting Success

Like a consultant, they are serving the B2B market. “That would absolutely freak me out,” my client said. “Why is that?” ” I asked. “Well, because lots of things could happen…” the client responded.

Box’s CEO on Pivoting to the Enterprise Market

Harvard Business

But by staying disciplined with the product and deeply understanding market trends, they’ve made the strategic shift from B2C to B2B work. Aaron Levie, the CEO of Box, reflects on the cloud storage company’s entry into the enterprise market. He was skeptical about pivoting away from consumers, and it was challenging. Download this podcast. Technology Disruptive innovation Business models Audio

B2C 67

Digital Transformation—From Black Box to Crystal Clear

BCG

In addition to his core marketing role, he is responsible for the company’s digital transformation across three departments: online marketing (website, apps, social media), B2B e-commerce, and online retail (where customers can purchase products with Swarovski crystals).

Review: 2016 BCG Global Challengers

Consultants Mind

Lots of B2B companies. The majority of these companies operate in the B2B world where the supply chains are more global and more specifications-driven (not as sensitive to local designs, tastes, preferences). B2B composition of 75% in 2011, and 63% in 2016.

B2B 166

Is My Target Too Vague?

David A Fields

A question I was asked: Is this target definition too vague for my Fishing Line: “Vice presidents of product management or product marketing in B2B organizations that sell complex products and services to risk averse industries.”

B2B 130