What is your barrier to effective marketing?
Well if you think your company knows everything about its market... you’re up to date with social media; you’ve got a digital department, you have a content strategy, ask yourself this...Are we just keeping up with the pack or do we actually know what’s up?
Joe Kraus (founder of excite, an early internet search engine) said: "The 20th Century was about dozens of markets of millions of consumers. The 21st Century is about millions of markets of dozens of consumers."
This is applicable also to B2B marketing. Your customers aren't all the same. They have different objectives, strategies and operations. Moreover, they are made up of different people, they have feelings, attitudes, ideas, hunches... and they act on these..
Do you know how they think and feel? Do you know what they want? Do you know what they feel about your business?
So what does this all mean for marketing? You’re going to have to do some proper research into your markets.