Over the last few years it has become apparent that the digital acceleration is nudging B2B marketers to think more like their B2C counterparts.

In the past a lot has been made of the differences between B2B & B2C, but there are signs taking shape that both are starting to merge in their approach to marketing strategies.

Here are a few reasons why this is happening before our very eyes:

Customers are humans, full stop.

People, human beings, customers are not going away. Business is done between people, and the principal currency traded is trust.

Customers are always asking, “Can you deliver what you say you can and do I believe you?” 

It’s not just a case of delivering on your promise, most successful businesses nowadays build trust through telling their story and journey, showing their expertise and building deeper human connections with all their customers.

Digital technology puts you in front of your customers

Today all digitally aware businesses are being placed directly in front of their potential audience via digital platforms.

The age of the online shopping experience has negated the time and effort of going to a traditional shop to make a purchase.

In March 2020, it was estimated that direct to consumer sales in the US would grow 24.3% to $17.75bn and with recent events around COVID-19 this has probably grown.

B2C services have raised expectations and experiences of every one of their consumers.

The customers digital world and experiences are now governed by the big App players, Netflix, Uber, Just Eat, to name a few and they set the benchmark when it comes to expectations.

Building relationships with their customers is paramount, driving trust and confidence. This is now being played out in the business world, to the extent that the barrier between them is merging on all levels.

Business customers are demanding a more consumer experience and and many of the bigger companies are adopting the B2C way of interacting with their clients.

No business today can afford to deliver average or poor service, they are realising it’s so important to constantly evolve and evaluate their marketing plans to fit their customer expectations.

Doug Norman

Author Doug Norman

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