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Why B2B marketers are having trouble adjusting to new B2B buyers

I’ve touched already on the need for B2B marketers to make fundamental changes in the way they reach and persuade their audiences, given the undisputable shift in B2B buying behavior facilitated by the Internet. And I haven’t held back on my criticism of the snail’s pace of progress in this area. Of 20 large B2B manufacturers I recently surveyed, exactly zero could point to groundbreaking changes made along the road to adopting new, more appropriate practices.

So why aren’t B2B marketers quickly making the changes they need to? Don’t they know what’s going on? Are there too few resources in these times of economic instability? Or is it merely a lack of professionalism? While such factors may play a part, I think there’s a problem that is much tougher: it’s the sheer difficulty of understanding what you need to do to effectively address the needs of the new breed of B2B buyers.

Admittedly, it’s not easy to get your mind around possible solutions. Every day, I see highly skilled communication professionals battling to keep the basic ideas behind dealing with the new B2B buying environment clear in their minds. From marketing directors to the agency teams they use to help them create solutions. So, if you’re feeling confused about it all, you’re far from alone. That’s why one of the primary aims of IntegratedB2B is to help B2B marketers to move from this state of confusion to one of comparative clarity. Stay tuned as I attempt to tackle some of the issues around how to reach and persuade a rapidly evolving audience of B2B buyers in articles to come.

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Jonathan Winch

I’m Jonathan Winch, partner at cylindr and BBN International and a B2B marketing enthusiast. I've participated as a strategic and creative resource in the marketing and communication sphere for over 25 years, making contributions to the strategies and communications of companies of all sizes, the best known of which include Cisco, Hewlett-Packard, Danisco, GN ReSound, Hempel, Nokia Siemens Networks, LEGO, Coloplast, and Johnson & Johnson. My mission? To help B2B companies make the most of the value they create for the world. My hobby: Nutritional science, particularly sports nutrition.

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