Business customers increasingly control how they buy. They expect to engage with the companies they buy from through a coordinated blend of human and digital experiences and sales channels. It’s challenging for companies to create a fully-integrated experience. Especially when dealing with many prospects and customers (e.g., small and medium-sized businesses), it’s difficult for sellers to tailor solutions sufficiently to match each customer’s situation. And sellers often struggle to make the most of their sales engagements without access to marketing intelligence from digital interactions. A failure to customize and coordinate customer outreach leads to poor customer experiences, missed sales opportunities, and wasted effort.
B2B Customers Expect More Than Ever. Demand Centers Can Help.
Companies like Microsoft and Intuit have started bringing sales and marketing teams together to craft a coordinated customer journey.
August 27, 2021
Summary.
For B2B companies, selling to mid-sized and larger companies can be challenging because of the coordination it requires. Companies such as Microsoft and Intuit are finding success by creating demand centers that help increase this coordination.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.