Richard Lloyd, Head of Data, Information Arts
Multichannel communication programmes are nothing too new in the B2C world but it's striking how it seems to have been missed in B2B marketing.
When our B2B customers and prospects get home and put on their slippers they don't suddenly become consumers and although their drivers may be different the way they develop their opinions will be drawn from a similarly large framework of reference points. And the framework is not regimented the way we marketers might like, it is dynamic and fluid and determined by our customers and prospects.
To influence their decisions we need to acknowledge this. A customer relationship isn't built through a quarterly e-newsletter, the relationship is created through a conversation where we listen, as well as talk. And we should listen, where, when and how our customers want to talk to us. And what they say are the insights that will drive the multichannel engagement.
· Hear about the latest developments in B2B customer relationships
· Take a look over the horizon at B2B CRM
· Learn why B2B CRM is not a software programme it's a way of life
· See how B2B CRM can become a One to One marketing programmes.