.png?width=1500&height=398&name=CO_Corporate%20Logo%202021_4C_HOR_FNL-1%20(1).png)
What CEOs Should Look for in a B2B Manufacturing CMO: Part 2
In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies.
Appealing to Emotions
Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision.
They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”
6 Ways to Turn Customers into Advocates with a Brand Ambassador Program
Sun, Dec 2, 2012 — Harley Davidson, Intel, Starbucks, Apple. We all know brands that have a loyal group of customers, brand ambassadors, who love to talk about the brand and recommend them to their friends and peers. And these recommendations drive sales. According to the Boston Consulting Group, 9 out of 10 consumers and over 50% of B2B customers trust recommendations from friends, colleagues and peers when making their purchasing decisions. You can invest lots of money in marketing campaigns, but for many companies the most powerful sales driver is a recommendation from a brand ambassador. And a strategic brand ambassador program may be the difference-maker in your bottom line.
The Power of Yelp: You Can't Ignore It
Thu, Oct 4, 2012 — What do you do when you want to try a new restaurant? Well maybe not you in particular, but many people turn to Yelp. Yelp is a social site where members post reviews of local businesses where they eat, shop and go to for services. And many people read those reviews. In fact, Yahoo News reported that a 1/2 star change in reviews can increase customers in the restaurant by almost 20%.