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7 Customer-Centric Marketing Trends in the B2B Space

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Explore some key trends in the B2B marketing space, from account-based marketing to direct mail, with best practices throughout.

Prepared for U.S. Postal Service®

By SIS International Research, Inc.

Executive Summary

There is a misconception in the B2B space. Many marketers and sales professionals assume B2B transactions to be impersonal and based on strictly rational decision-making.

However, experts like McKinsey & Co. and B2BMarketing.net recommend that B2B companies give just as much attention and care to their clients as B2C companies would their individual customers.

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Footnotes
  1. [1]Nicholas Maechler, Snajeev Sahni and Martine van Oostrum, “Improving the business-to-business customer experience,” McKinsey and Company, 2016.
  2. [2]Anthony Boitbol, “How can B2B marketers be more customer centric?” B2B Marketing, 2017.
  3. [3]“What Works Where 2018: Marketing’s Age of Illumination,” Omobono, 2018.
  4. [4]Ivan Kreimer, “17 ABM Statistics that will make you rethink your 2018/2019 strategy,” RollWorks, 2018.
  5. [5]“What is Account-Based Marketing?” Marketo, 2018.
  6. [6]“Blueprint to Account-Based Marketing: A B2B Marketer’s Guide to Getting Started with ABM.” Terminus, 2018.
  7. [7]Kate Maddox, “Best Practices: How To Succeed With Account-Based Marketing In B-to-B,” Adage, 2015.
  8. [8]Dominique Jackson. “How to Create a B2B Social Media Strategy (Without Being Boring).” SproutSocial, 2018.
  9. [9]Dave Chaffey, “Using social media marketing in B2B markets?” Smart Insights, 2018.
  10. [10]Ibid.
  11. [11]Tim Walters and Robert Rose, “Deliver Peak Experiences With Interactive Content,” Content Marketing Institute, 2016.
  12. [12]Ibid.
  13. [13]Ibid.
  14. [14]Ibid.
  15. [15]Ibid.
  16. [16]“Reimagine remarketing,” Adobe, 2018.
  17. [17]Dave Rigotti, “5 Smart Ways to Use Retargeting to Drive Leads In B2B Marketing,” Bizible, 2015.
  18. [18]“Reimagine remarketing,” Adobe, 2018.
  19. [19]Ibid.
  20. [20]Robbie Richards, “Understanding Marketing Attribution Models: A Simple Guide for Marketing Directors,” SnapApp, 2018.
  21. [21]Andrew Nguyen, “5 Tips for Cracking B2B Attribution in 2015,” Bizible, 2014.
  22. [22]Jason Spero, “How mobile is reshaping the B2B landscape for growth,” Think with Google, 2017.
  23. [23]Sridhar Ramaswamy, “How Micro-moments Are Changing the Rules,” Think with Google, 2015.
  24. [24]Robert Archacki, Kate Protextor, Gaby Barrios and Nicolas De Bellefonds, “Mobile Marketing and the New B2B Buyer,” Boston Consulting Group, 2017.
  25. [25]Ron Marshall, “How Many Ads Do You See in One Day?” Red Crow Marketing, 2015.

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