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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?”
Seven Considerations in Evaluating your Marketing and Sales Process
Sun, Jun 23, 2013 — I just finished reading several books that come at the changes in the marketing and sales process from different perspectives. Launch by Michael Stelzner, discusses how to use social media to grow your brand and your business. It includes some very pragmatic tools and examples for the marketing crowd. I highly recommend it as a primer for anyone interested in how to optimize their social media efforts. Sales Shift by Frank Belzer presents how the buying process has changed and how it will continue to evolve. Of particular interest is Belzer’s discussion of why sales skills that have worked in the past will no longer be effective going forward. When considering the combination of these two perspectives, the transformation of the commercialization process is significant.