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What B2B tech can learn from consumer marketers

Tom Kaneshige | May 8, 2015
Business-to-business marketing is based on education and analytics where the best offering wins, right? Not so fast. Purchasing decisions for B2B customers can be even more emotional than consumer purchases. After all, the stakes are higher. So what can B2B marketers learn from their B2C counterparts – and vice versa?

"B2B has really added a healthy amount of discipline around the actual purchase funnel, and you're now seeing it trickle back into B2C," says panelist Des Traynor, co-founder of Intercom.

B2C marketers can also learn from B2B marketers about the power of data science. B2B marketers tend to think about data science far more than their B2C counterparts, says Shirazi. Of course, it's a matter of scale. B2B marketers can afford to be more analytical, more surgical in their approach because they're dealing with a smaller pool of potential customers.

"At SendGrid, we have tens of thousands of customers but that's still puny in terms of a data set relative to a B2C shop," Dholakia says. "Building the data analytics muscle in B2B at the same scale that has been done in B2C is probably an area of development that B2B will learn from."

 

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