The modern marketing concept says that “companies achieve success by satisfying customers.” One manifestation of this in modern B2B marketing practice is an emphasis on research that explains who the target company is, what does its key decision maker really want and how do we reach them with effective communications.
The marketing professoriate has emphasized “satisfying client needs” for years. So, we’ll start the class discussions off by looking what purchasing agents, buying centers and buying teams want. Write a 200 word minimum discussion post explaining how business buyers would want to organize their purchase process.
Use Dell (commercial real estate) as the focal domain and pick another B2B company you’re familiar with or one of the articles below. A good strategy for this discussion would be to talk about two purchasing categories, (1) a routinized component of production purchase and (2) a more complex purchase where the product service has more layers of complexity and vendor offerings differ considerably.
ARTICLES
Reading 1
B2B Marketing: SAP creates $27 million in new pipeline opportunities
Reading 2
Reading 3
Digital and Data-Driven Marketing: Top 3 takeaways from MarketingSherpa Summit 2016
Reading 4
How to Engage in the B2B Sphere With Nostalgia
Reading 5
B2B Marketing: Content strategy results in 50% of qualified leads being inbound
0 comments