![]() We need to know more about the people we’re selling to then the fact that they are a C-Suite executive responsible for technology purchases, or a 45-year old mother of three from an affluent suburban neighborhood. ![]() 37)įor marketers, this means we have to go beyond thinking about buyers in terms of the company they work for, their demographic profile as it relates to buying habits, or even their role in an organization. ![]() Customer engagement is the true heart and soul of sales and marketing.” (Pg. “There’s an old saying in sales that echoes the recent move to B2P marketing: people don’t sell to companies, people sell to people. I’ve heard others use the term B2E, or Business to Everyone, but I like how the Corporate Executive Board frames up the notion of B2P in its book, The Challenger Customer: This trend of greater emotional awareness shifts how we think about a person’s relationship with brands, and impacts their individuals brand preference.įor example, companies and the marketers that work for them, are increasingly shifting away from considering themselves B2C or B2B, but rather classifying themselves as B2P: Business to People. ![]() Not necessarily their own emotions, but rather, the emotions of the people who buy the products and services they’re marketing. Marketers are getting more and more comfortable getting in touch with emotions. ![]()
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