دانلود کتاب استراتژی بازاریابی B2B

It’s the middle of the 21st century, digital is pervasive, content is everywhere and business-to-business (B2B) marketing has come a long way. Or has it? We’ve adopted new tools and technologies, come to grips with new channels and done a lot of work creating more and more content for our customers to consume. But are we really thinking and doing much different from what we’ve always thought and done in B2B marketing? And are we really any different from our competitors? The commercial landscape has suddenly shifted right under our feet. We’ve hardly been aware of it, but our business customers have brought their consumer buying behaviours into the B2B world. We are living, working and doing business in an increasingly commoditized world where there is very little differentiation between our products and services, the organizations we work for or our competitors. Bigger, better, faster, cheaper is no longer a compelling enough reason for our customers to buy from us. Yet the bulk of our B2B marketing effort continues to be based on features, benefits and price, pushing out our messages and our content in mostly the same ways, albeit through new (digital) channels. A lot of marketers tell me that what they do has changed so much over the past few years that they are really worried about keeping up, and that, in particular, they feel so besieged by all the new technology that they don’t know what to focus on or where to begin. And this is where B2B marketing is breaking down. What we do as marketers – the actual outputs – may change with the times and technology, but how we do it does not. And the only way to keep on top of an ever-changing and increasingly fast-paced world is to continually go back to the marketing basics. Understanding what drives and grows a business, a relentless focus on the customer, delivering what the customer finds of value and finding relevant customer insight based on the available data, as well as creative ideas and design, are what great marketers have relied on for decades. What’s new is the technology that has enabled our customers to take control of the buying process and the number of new channels and tactics that marketers need to master in order to be where our customers are. And marketers are overwhelmed by what appears to be an insurmountable task – changing the way they ‘do marketing’. But technology is not the challenge; there will always be new technology – think about the transition from word-of-mouth marketing to newsprint, radio, telephone, television and the internet. Each of these channels enabled customers to access and consume information in new ways, which in turn gave marketers new opportunities to communicate and engage with their customers. Today is essentially no different; the real challenge for B2B marketers isn’t in the addition of new tactics and channels to the marketing toolkit, nor is it in the execution. Because while a lot has changed, the fundamentals of marketing remain the same. The real challenge is that in our headlong frenzy to become ‘digital’ we have become too focused on the wrong things. Like our businesses, we are too caught up in what we do – the tactics – instead of the outcomes we want and need to achieve with our customers.