Innovative, strategic B2B marketing
The software and IT industry, which is strongly influenced by US companies, has been setting the pace in B2B marketing for years. For example, the client decision-makers responsible for B2B marketing across the pond have been dealing with analytical CRM, inbound marketing, marketing automation or data/analytics for almost two decades, helping software and platform providers such as Salesforce.com, Hubspot or Tableau break through internationally.
The Ruess Group Management Consultancy
- Strategic management consulting for digital transformation
- Supporting a company’s innovation processes
- Developing growth and efficiency potential
- Digitalisation of sales and marketing
A key success factor is a change of perspective in the B2B marketing strategy: away from a view focused on products and organisation to a B2B perspective focused on current and, above all, future customer needs. Customer centricity means that the customer and their business move to the centre of strategic business thinking and action. This represents a big step especially for German companies that are so proud of their engineering-driven products. It is not uncommon for a company’s product to be developed over years without customer benefits ever being seriously considered. Once the product is market-ready, marketing’s thankless task is to create a need in the target group and to develop a nice storyline.
A customer-centric B2B view anticipates customer wishes and market developments, including market shifts, at an early stage. Initially, this is a strategic, organisational and leadership issue, as the boundaries between product development, sales and marketing need to be broken down. The seamless exchange between departments is an absolute prerequisite for a holistic understanding markets and customer needs. Operationally, this means that for B2B marketing to be successful, data needs to be collected, processed, analysed and interpreted. Based on this data, topic content, issues and customer needs can then be identified, and appropriate solutions and services can be developed.
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Let us know your questions and your objectives. We will be happy to prepare you for a first meeting.