. There is a lot of jargon mixed with fluff to sell solutions – and everyone has one. It’s just not clear what they do or how they address specific needs for specific customers.
So, the focus is on who they are, what they do, and everything that goes into being all that. They’re good at talking about the revolutionary products and procedures that make them great but it’s not about the customers. The customer-centricity that business-to-customer companies have emphasised for years is just missing in the B2B space.
By failing to meet buyers’ needs digitally, companies develop what is termed a “customer-centricity gap”.happen despite companies investing in online presence and digital customer experiences, because there are lags in personalisation, understanding the customer and delivering communication to meet customer needs.
Traditionally, B2B companies have had very well-defined sales strategies that are executed acutely to target very specific customers and the very specific challenges they have. The approach would be to have a sales force that engages with customers on a one-to-one basis, selling the ways a product or service could solve a problem for them. And they have grown to be very successful this way.
Legacy approaches to marketing in the B2B space have relegated it to the position of being the poor cousin to sales, which is still considered the money end of the business. But that’s only until pipelines dry up and the scramble to modernise begins.
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