Measuring B2B’s digital gap

McKinsey

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

B2C 43

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 39

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 37

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 20

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 31

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 22

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.

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

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

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 14

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 20

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.

B2C 15

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 27

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 6

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 15

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.

Media 23

Is Poor B2B Customer Experience Undermining Your Sales Success?

Joey 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.

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 10

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

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.

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 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.

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.

Media 10

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

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 13

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 40

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.

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 17

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 24

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 19

When Big Data Isn't an Option

Strategy+Business

Many companies--such as those in emerging markets or B2B industries--may think they don''t have sufficient data to derive worthwhile insights. But they shouldn''t wait for perfect conditions. Instead, they need to jump in and work with what they have

B2B 46

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

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 8

AI Comes Alive at Leadscon NYC

1 to 1

And the recent Leadscon 2017 “Connect to Convert” conference in New York bustled with innovative ideas about how to use AI and bots in B2C and B2B marketing. AI and chatbots are driving forces in how businesses understand and assist their customers.

B2C 23

Cracking the Big Data-Driven Business

1 to 1

Marketers frequently complain that they''re sick of Big Data and it is because they''re not leveraging it correctly, claims Russell Glass, head of B2B products at LinkedIn and former CEO of the display ad platform Bizo (acquired by LinkedIn).

B2B 39

Winning in IoT: It’s All About the Business Processes

BCG

The B2B market for the Internet of Things (IoT) is taking off. Article Thursday, January 05, 2017. And huge numbers of vendors—including software, hardware, and internet companies; startups; service providers; and telcos—are jockeying for position and market share.

B2B 56

The One Ratio Every Subscription Business Needs to Know

BCG

Ever since Salesforce.com pioneered software as a service (SaaS), companies across industry sectors—B2B and B2C alike—have made the move. Article Thursday, February 09, 2017. Today, more and more businesses are migrating their products from a purchase-based to a subscription-based model.

B2C 54

Simplifying IT to Accelerate Digital Transformation

BCG

In the B2B sector, innovative entrants such as Alibaba.com and Mercateo enable companies to create entirely new value chains and propositions. Article Monday, April 18, 2016. Corporate IT functions are being hit with a one-two punch.

B2C 55

Weighing the Customer Experience through a CRM Lens

1 to 1

In a new report, Forrester analysts TJ Keitt and Roxana Strohmenger examined the B2B customer experience that CRM vendors offer. Furthermore, CRM systems are emerging as a critical tool for creating a unified view of the customer. For example, CRM data plays an important role as a source of insight as marketers look to leverage what they know about customers for data-driven advertising. But the process for purchasing, implementing, and maintaining a CRM system isn't perfect.

B2B 16

The train is coming

Seth Godin Blog

But often, particularly in b2b selling, the call to action is very different. It's fun to believe that people buy the goods and services we make merely because they are excited, delighted and eager to engage. Get off the tracks! The train is coming."

B2B 14