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New Challenges for B2B Marketers

Theodor Purcarea

Holistic Marketing Management Journal, 2016, vol. 6, issue 2, 15-23

Abstract: There is a real challenge in relation to B2B higher customers’ engagement, B2B companies failing to engage a significant percentage of their customer base, organizational infrastructure and culture representing major weaknesses. Now it’s time to rethink the B2B buyer’s journey, better understanding the ways of communication, and the practical tips on what and how to segment, developing content with clear segments in mind, and using personalization as an embedded function within the marketing department. Each relevant interaction must be done at scale, capitalizing on the abundance of data in order to make B2B marketing relevant to the accounts, clarifying how and why B2B prospects choose to buy, and what can be done to facilitate prospects buying decision process. B2B sellers must provide consistent content on each channel, prioritizing leads from inbound channels, never separating leads and contacts, and aligning marketing and sales, building the content marketing strategy around business outcomes.

Keywords: B2B Marketing; B2B Buyer’s Journey; Segmentation; Personalization; Marketing and Sales Alignment (search for similar items in EconPapers)
JEL-codes: M31 D83 (search for similar items in EconPapers)
Date: 2016
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