AIM Archives - Tag: B2C

Will customers mistrust B2C marketers and appreciate B2B marketers?

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The potentially-intrusive nature of consumer “big data” has already caused some mistrust of B2C marketers. Conversely, the best B2B marketers—especially in concentrated markets with fewer customers—are now developing powerful interviewing skills to listen closely to their customers. You can imagine the response: Who among us doesn’t want to be carefully listened to and understood?

More in e-book, Leader’s Guide to B2B Organic Growth (Lesson 15)

Closing the “Customer Insight Gap” gives B2B suppliers a competitive edge. Not so much for B2C.

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B2C employees (e.g. Apple engineers) are consumers themselves, so they have high typical customer insight… but low potential insight, since consumers can’t easily predict what will entertain them. The gap between typical and potential insight when serving knowledgeable B2B customers is much larger. This is your competitive edge if you close the gap before competitors.

More in white paper, Catch the Innovation Wave (page 13).

Should you take a Do-It-Yourself approach to customer insight?

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B2B producers often take a DIY approach, while B2C marketers hire research firms. Why? For one thing, consumer products often have bigger annual revenues: Think of all the small B2B parts in a big-ticket item like a smart phone. For B2C it’s all about that launch. But B2B companies often “turn the crank” on many smaller new products… so its economical to develop in-house expertise.

More in article, You Already Answered 4 Questions, but… Correctly?

When it comes to B2B customer needs, uncertainty exists in suppliers’ minds, not customers’.

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Many ventures try to create new products or services under conditions of market uncertainty. This is a huge challenge for B2C. But uncertainty does not exist in the minds of most B2B customers… who have great knowledge, interest, objectivity and foresight. If you know how to access this, your supplier uncertainty will plummet.

More in white paper, Lean Startup for B2B (page 12).

If you like sub-optimizing, you’ll love using traditional voice-of-customer methods.

Traditional Voice of Customer

B2B companies have huge advantages over B2C, but they may not be obvious. After all, didn’t the same fellow who bought a rail car of soda ash also buy a can of soda pop? Nope. He changed… a lot. B2B customers are more technically savvy, objective, supplier-dependent, and can predict their needs. Careful reflection of these differences leads to different approaches.

More in article, B2B Customer Interviews: Are They Different?

Don’t confuse yourself with Steve Jobs or Henry Ford.

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Steve Jobs quoted Henry Ford, who said, “If I had asked people what they wanted, they would have said faster horses.’” But these men were end-consumers themselves, so they understood their markets. Most B2B suppliers, typically have much to learn about customer desired outcomes… and B2B customers are willing and able to tell them.

More in article, Should You Develop New Products like Steve Jobs? (Originally published in B2B Organic Growth Newsletter).

If you’re a B2B company, stop using hand-me-down consumer goods voice-of-customer methods.

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Traditional VOC relies on questionnaires, tape recorders and post-interview analyses. That’s fine for B2C, but your B2B customers are insightful, rational, interested and fewer in number. They’re smart and will make you smarter if you engage them in a peer-to-peer fashion, take notes with a digital projector, skillfully probe, and let them lead you.

More in executive briefing, Seven Mistakes that Stunt Organic Growth.