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Business-to-People: The New Reality for B-to-B Marketers

At Merkle, we have spent 25 years working with clients worldwide to leverage their first-party (customer-owned) data, to better create targeted, personalized, and measureable customer experiences. With advanced data, analytics, and technology solutions, we constantly strive to improve financial performance and create competitive advantage for our clients. As the marketing landscape has changed over the years, our approach has evolved into a precise and disciplined technique we call Connected CRM (cCRM). Although we work with some of the largest B-to-C and B-to-B brands in the world to develop their cCRM strategies, it comes as no surprise to me that many of the marketing executives I speak to still think of Merkle as a B-to-C company. The truth is, Merkle’s real expertise is in Business-to-People marketing (B-to-P), regardless of whether the client is B-to-B or B-to-C.

As leader of Merkle’s high tech and B-to-B practice, this notion of B-to-P marketing has never been more real than it is today. With the proliferation of digital media and mobile technology, every person has become accustomed to researching online before making a purchase. Why would this be any different for the B-to-B decision maker? In fact, SiriusDecisions predicts that by 2020, 73% of the B-to-B sales process will be complete before a sales person is ever engaged. I suspect it is happening today more often than you think, especially in the high tech industry where your decision makers are technologically savvy and engaged with digital platforms at every level of the sales cycle.

To stay ahead of the competition and maintain brand relevancy, high tech companies are striving to reach their most valuable customers at the moment they make a decision, using digital platforms to address decision makers through the channels that matter most to them. The fact is that this goal affects both B-to-C and B-to-B marketers. It sounds complicated, but it is achievable.

With this challenge in mind, we’re excited to be hosting our first Marketing Exchange next week with leaders from across the high tech and B-to-B industries meeting for two days at the Arizona Biltmore to discuss the opportunities and challenges facing B-to-B marketers. The theme of this Exchange is The Platform Marketer and Marketing Transformation: The Analytic, Digital, Technological, and Organizational Competencies Needed for Achieving Connected CRM.
B2B & High Tech Marketing Exchange

Our guest speakers include experts from GoDaddy.com, LinkedIn, SiriusDecisions, Technology Crossover Ventures, and Dell. They will share insights on topics such as:

  • Cross-channel strategies for effectively enabling marketing personalization globally
  • Lessons on identifying and targeting individuals and companies across digital and offline channels
  • How to leverage addressable digital platforms to drive integrated messaging for B-to-B and B-to-C markets.

If you’d like to learn more about the Exchange, please contact us.

Over the coming weeks, we’ll be sharing insights from the Exchange on this blog. So check back often and subscribe to receive updates. If we don’t see you at the Exchange, we look forward to seeing you here!

Join the Discussion