A lesson of this economy has been to market smarter, not to just sell harder; so how can it be that some B2B companies continue to go to market by focusing on their line cards as “product solutions” to complex customer problems?
We can report that the B2B brands we work with are starting to capitalize on insight based marketing and selling (and buying – by taking the customer’s point of view!)
As we move out of this recession, longer-term and more profitable relationships are being built and it’s happening because there are B2B leaders who are making the decision to act now. Such decisiveness is nearly impossible in those organizations where customer insight is lacking, because there are no clear reference points guiding such decisions; and in these organizations where indecision stays the course, the question is this...
Is your marketing helping your company reach it’s full business potential?
The answer is not based on your company’s line card, but on its line of work: What is your company really good at and do your customers know this?
JB
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