The B2B marketing game:
I came across an interesting article today. Having heard of similarities between B2C , today was the day to read on real differences between a B2B and B2C marketing. The ambiguity, change, nature of large customers, power game, strategy, lack of segmentation... Phew!! B2B is not that similar boss. Its not just marketing, its partnership, its large investment and lot of involvement and who knows in lack of clear differentiation, you might be serving some low revenue potential customers at the cost higher than what they deserve. And the bigger question i have is that in IT companies do all customers need an account manager, why not have a small transaction based sales team to sell to smaller customers? These segments are less price sensitive and require lesser cost to serve. Dont know, when we all talk of large accounts, small might actually matter more due to the margins and power lack.. Just a thought!! :)
