This episode reveals how B2B marketing is shifting from solely targeting decision-makers to engaging with everyday users, influenced by the rise of DTC and influencers. SAP CMO Alicia Tillman discusses extending brand relevance by understanding end-user pain points and leveraging new channels. Ecommerce operators will learn how to adapt their B2B strategies to a more consumer-centric approach, focusing on personalized experiences and relatable content.
Key takeaways
Recognize that B2B marketing is no longer solely about decision-makers; focus on engaging the everyday users of your product or service within client organizations.
Leverage "influencers" within professional networks to build trust and communicate value, similar to B2C influencer strategies.
Adopt a customer-centric approach that emphasizes the practical benefits and ease of use for end-users, aligning with direct-to-consumer expectations.
Re-evaluate marketing tools, channels, and messaging to effectively reach a broader B2B audience, moving beyond traditional ROI calculators and technical specifications.
Understand that consumer expectations for personalized experiences and direct brand engagement are now influencing B2B, requiring a more agile and relatable marketing approach.
B-to-B marketing is not a bubble. The rise of influencers and direct-to-consumer businesses have presented marketers with new challenges with whom to market to and which tools and channels to use. Inside SAP, chief marketing officer Alicia Tillman is focused on extending the brand’s relevance from decision-maker to the everyday user.
Recognize that B2B marketing is no longer solely about decision-makers; focus on engaging the everyday users of your product or service within client organizations.
What does this episode say about brand & content?
Leverage "influencers" within professional networks to build trust and communicate value, similar to B2C influencer strategies.
What does this episode say about influencer & creator?
Adopt a customer-centric approach that emphasizes the practical benefits and ease of use for end-users, aligning with direct-to-consumer expectations.
What does this episode say about dtc strategy?
Re-evaluate marketing tools, channels, and messaging to effectively reach a broader B2B audience, moving beyond traditional ROI calculators and technical specifications.
What does this episode say about dtc strategy?
Understand that consumer expectations for personalized experiences and direct brand engagement are now influencing B2B, requiring a more agile and relatable marketing approach.
