With the evolution of design efficiencies, manufacturing practices, the internet and consumer preferences, competitive products and services have become increasingly refined and more alike. More commoditised.
As this evolution continues, B2B customers, like consumers, are increasingly looking to buy from and do business with brands that they like; brands that they can identify with and align with. B2B customers are influenced more than ever by their own consumer purchasing habits.
The key to real differentiation between brands and their competitors is their purpose and strategy, defined from the outside in. Marketers with a greater understanding of their customers have a head start in defining their brand purpose and the strategy to deliver the business outcomes on offer.
With more than 20 years experience gaining insights with trades, small business owners, professionals and corporate managers, I help B2B marketing teams transition customer understanding into strategy that impacts marketing, sales and business outcomes.
My purpose is to help B2B and channel marketers better understand and engage with their customers. When you're not sure what your customers think, feel and want. When you're not sure your strategy is aligned with customer needs. I can help.