B2B marketing has long been deemed the poor cousin of B2C. But B2B brands can no longer afford to lag behind consumer brands when it comes to customer experience. Brands are measured by the same standard, whether it’s a business or personal purchase.
As Blake Cahill of Philips points out, “B2C could learn from the attention-to-detail B2B marketers deal in, particularly in how their product is going to be used. B2C pushes products out and hopes people will go for it, but B2B can teach brands to be more targeted.”
For example, it's not enough to develop a blanket marketing strategy for hospitals. The messaging that resonates with a CMO may not resonate with a CFO at all, and the messaging the speaks to one CMO may not speak to another CMO at a hospital who uses different EHR software.
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