The B2B analytics playbook: Capturing unrealized potential in telcos

McKinsey

Telecommunications companies have been leaving money on the table by underinvesting in advanced analytics in their B2B business units relative to their B2C operations.

B2C 102

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 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 106

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.

B2B 130

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 101

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 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

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

Live Chat Makes Its Mark in B2B

1 to 1

In the B2B space, where the transactions are costlier, the products are essential for operations, and service needs to be quickly available, the right channel is essential.

B2B 34

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 72

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

What really matters in B2B dynamic pricing

McKinsey

Companies that succeed at analytics-based pricing build a strong foundation—and include their salesforce in developing it from the start. Marketing & Sales Insights

B2B 63

How B2B Companies Can Win Back Customers They’ve Lost

Harvard Business

Get ready to accommodate their specific requirements. Sales Digital Article

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Forget B2C and B2B -- We Need B2I

Strategy+Business

Salesforce.com strategist Peter Schwartz argues that the lines between B2B and B2C are forever blurred, and now every company competes in the business-to-individual sphere, where the products and services it offers are tailored to every one of its customers In the fast-approaching world of tailored products and customer experience as competitive advantage, the old categories of business and consumer will be obsolete.

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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

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 58

A Survey of 1,700 Companies Reveals Common B2B Pricing Mistakes

Harvard Business

Like this manufacturer, many business-to-business (B2B) companies have a major opportunity to improve their standing on price. To help companies understand the state of pricing capabilities and how they figure into performance, Bain & Company conducted a global survey of sales leaders, vice presidents of pricing, CEOs, CMOs, and other executives at more than 1,700 B2B companies. Glasshouse Images/Getty Images.

B2B 54

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.

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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 50

How Advanced Analytics Is Changing B2B Selling

Harvard Business

While there’s less buzz around business-to-business markets, these innovations are changing the game in B2B as well, even in old-line industries selling what might be considered commodity products. A growing number of B2B companies are using data and analytics to add services that bring new elements of value to customers, and in some cases new sources of revenue. For a deep dive into the elements, see our related HBR article “ The B2B Elements of Value ”).

B2B 32

How Digital Natives Are Changing B2B Purchasing

Harvard Business

The cartoon of business-to-business (B2B) buyers depicts gray-haired executives and purchasing agents in meetings, on the phone and lunching with their vendors. But along with fax machines and long golf games, these features of B2B life have all but disappeared due to the astonishing change in technology over the past two decades. This shift in behavior has several implications for B2B value propositions. First impressions matter as much as ever in B2B markets.

B2B 30

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 47

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 44

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 46

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 49

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 43

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 61

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 80

How B2B Software Vendors Can Help Their Customers Benchmark

Harvard Business

Gillian Blease/Getty Images. Knowing which organizations perform the best on any particular dimension used to require subjective surveys or painstaking research.

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 47

Meet the missing ingredient in successful sales transformations: Science

McKinsey

Data and analytics, combined with a personalized approach to performance management, are helping B2B sales execs inculcate best practices and significantly improve growth.

B2B 92

Bringing Emotion to a B2B Brand

1 to 1

Avnet’s Chief Marketing Officer Kevin Sellers captured the attention of a packed crowd at the recent Leadscon conference as he harkened back to the 1947 jewelry campaign, “A Diamond is Forever,” coined by De Beers’ Mary Gerety.

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How B2B Companies Can Grow with Ecosystem Orchestration - SPONSOR CONTENT FROM ACCENTURE STRATEGY

Harvard Business

B2B companies are struggling with a loss of control over the customer experience (CX) today. With their future growth prospects at stake, B2B executives must determine how to improve CX—while ceding more of the experience to their partners. B2B leaders know that customer experience is the gateway to growth. Delivering experiences that produce more B2B sales is another. Selling in the digital age has become more complex than many B2B leaders had anticipated.

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.

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 38

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 30

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 30

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 109

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 31

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

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