One of the biggest changes in B2B Marketing in recent years is the emergence of new tools/methodologies (not just technological ones) that make everything much easier to implement norway phone number library and measure. This helps the much-discussed theoretical concepts of Marketing by bringing them closer to tangible and measurable results. I want to start talking to you about the B2B/Industrial tools that I consider most interesting and applicable. I'm going to start talking to you about my favorite, the Buyer Persona, to understand the purchasing decision process of my B2B client.
I strongly believe in Customer Experience (CX) because it helps Marketing to empathize and put itself in the shoes of its customer, working on everything that is important to them. The first step, as always, is to “know how to listen,” something that undoubtedly marks the line between good and bad Marketing; the quality and mentality of listening.
Listening is a highly valuable skill in the evolution of people and, above all, the raw material of empathy. In the B2B/Industrial business world, empathy has become key to generating trust and it is no longer achieved only through people. Brands (less and less associated with the product), content, ways of acting, etc. generate empathy or not. If empathy has a raw material, it is active and concentrated listening, a function that companies, especially B2B companies, have dangerously underused. Historically, companies feel that they know the purchasing decision process of their B2B or industrial client through satisfaction surveys or the opinions of their salespeople, but the reality is that almost nothing of what they “hear” in this way has practical application over time, with everything remaining the same except… their clients.
