Tag: B2B


Some interesting facts out of SiriusDecisions “2015 B-to-B Buyer Study”. The buyer journey seems still to be a combination of Sales and Marketing touches: B2B buyers interact with sales representatives at every stage of the buyer’s journey, the research firm reported after it surveyed 1,000 B2B executives. “Although we knew human interactions were still an integral […]

Unsere Spülmaschine ist defekt. Am Montag kommt der Reparaturservice. Zum dritten Mal. Toll ist es, dass man den Techniker online direkt mit Auswahl der gewünschten Zeitspanne bestellen kann. Nicht so toll ist, dass die beiden Techniker, die hier waren, die Probleme mit der Spülmaschine eher verschlimmbessert haben. Viele Teile ausgetauscht, die Maschine spült einmal und […]

I am a child of the Email Age, used to email newsletters, to direct mail and onsite events. Then the Web and this Social media-thing came along dramatically changing the world of Marketing, in B2C and B2C. And I am not simply talking about using Facebook or Twitter. We marketers do use these channels, unfortunately […]

This article was first published on CMSwire. Anyone looking to sell IT technology business-to-business (B2B) has it pretty hard these days. Decision-making processes have become more complex and more people have a say. A recent Text100 study reported (registration required) that on average, six people (in Germany, seven) with very different functions are involved with purchasing […]

Wer heutzutage IT-Technologie im Business-to-Business (B2B) verkaufen will, der hat es schwerer als Jahre zuvor. Der Entscheidungsprozess ist in vielerlei Hinsicht komplexer geworden. Mehr Leute reden mit. Durchschnittlich 6, in Deutschland sogar 7 (Mit-)Entscheider aus unterschiedlichsten Funktionen sind beteiligt. Bei 2/3 der befragten Unternehmen muss der Kauf dann noch auf Vorstandsebene abgesegnet werden. In den […]

Marketing needs to stop focusing on “The Lead” and start acting as a trusted resource not just for prospects and customers but also internally. Social media, transparency and buyer control have fundamentally changed marketing. Branding has been replaced by buyer enablement and delivering on expectations of outcomes, proof proofs, value and experience. The buyer expects […]