The tectonic shift in marketing occurred in the late 1980’s and 1990’s particularly with the publication of Dwyer, Schurr and Oh (1987) that spelt out the parallel between the long term human marriage and business relationships. It was earlier in Europe that scholars of the European Industrial Marketing and Purchasing Group figured out that B2B relationships are long term that B2B marketers who really sold anything already used.Similarly in B2C marketers had been using customer relationships data for a hundred years in direct ma
The Buying Center is an informal group of people in organizations who influence the decision to buy your product or service. Members of buying centers have different degrees of influence and things can get pretty political and unpredictable. It is therefore important to tailor your marketing content for each role in the buying center. MarketingContinue reading “Content marketing for : User members of B2B buying centers”
This “Sales Statistics” slide has been making the rounds of LinkedIn and there seems to be some agreement that these statistics ring true. The statistics ring true for large organizations with a separate marketing division that helps generate leads that the sales organization does not follow-up. The statistics also ring true for small businesses whereContinue reading “Why are B2B sales prospects not followed up?”
[ Note: Thank you dear readers for your overwhelming interest in this post originally published on June 7, 2012.The image is updated March 9, 2021.If you are a business and want to get more success out of your B2B Digital Marketing budget, and would like to consult with Dr. Roy- please send an email to Serve@StratoServe.com to schedule a Zoom call.}
Understanding and talking about the Buying Center can help B2B Marketers and Supply Chain Managers for innovation. The Buying Center is a 40 year old concept attributed to Webster and Wind and can be hugely useful to both B2B Marketers and Supply Chain /Procurement managers today. The Buying Center is a part of the informal organization and involve a bunch of people who have varying influence on the B2B buy decision. The individuals in the Buying Center can have one or more of the following roles:
Dr. Roy founded StratoServe in 2005 in Connecticut soon after being awarded the US Green Card in the “Outstanding Researcher Professor” category. He truly believes that businesses and organizations should strive to make their customers and stakeholders happy. Doing so is not only good for business but also helps people with the “pursuit of happiness”- a fundamental right in the American Constitution!