Hindsight is 20/20 and if Ben and Jackie could turn back time and re-write their Creating Customer Evangelists book, they would address a market that sometimes goes un-served in business books.
Ben and Jackie explain…
We would include more business-to-business (B2B) examples. They're hard to find because B2B marketing is often below the radar.
Occasionally, we hear from B2B companies there's nothing to learn from consumer marketing. That's silly. I (Jackie) worked at a huge B2B company, IBM, and I know B2B companies are often very serious or technical or both. They market primarily features and price and they're scared of buzz and emotional connection. Too many of them think boring is safe. B2B companies can learn a lot from Krispy Kreme's event marketing, or Build-a-Bear Workshop's customer experience. B2B marketers: "loosen up!"
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