B2B Marketing Needs Awareness Of End User
Shashidhar Bellamkonda
AI & Marketing Research Analyst | Architect of High-Growth B2B Ventures |?? SaaS Marketing Strategist | C-Level Consultant | Published Author I Have established successful AI projects for revenue. Connect with me.
Last week Mara Olguin spoke at the #MAMSummit on B2B marketing. and gave me and the audience some good insights in B2B marketing.
In B2B marketing think of not just your B2B customer but the end user. For example you are selling commercial real estate, think of the people who are going to be working in the offices, what will their life look like, what are the amenities, perceptions of where they go to work. Mara did a great job making Crystal City a happening place by working with the local organizations, startups. JBG SMITH is working to mix commercial and residential and 98% of their developments are close by to Metro.
Clearly The B2B decision making is changing. Online research and discovery is a ley part of every B2B decision making. Videos playgv a key role. Take a look at https://www.jbgsmith.com/ 's video on the home page. I like it. Real Estate is also a great use case for VR and AR. Giving a futuristic idea of spaces and giving imagination a realistic view.
Many creative companies look at real estate in the same lens as Mara mentions. They want to get the best talent to work for them. Considering an area that will give the best quality of life for their employees will be very important when they are making a commercial real estate decision.
Intel Corporation followed this strategy when they ingrained their brand in our minds even though as consumers we don't buy chips and processors. We go to Dell, Microsoft, Apple, Lenovo to buy laptops.
The same way with Mara Olguin's strategy people looking for office space will know that if they look at JBG Smith, the brand stands for attributes that help make your office space cool and accessible.
Specializing in product and brand architecture, digital & strategic marketing, customer retention & customer acquisition strategies.
6 年Well said Rod, and very true. Even when we are selling architectural glass the end user in India doesn’t have as much a say as it is an apartment market here and these are all build to spec which are not developed keeping the end user in mind but to keep the construction cost as low as possibly they can!!
CEO ??Busines Builder ??NED??Asia ?? VC ??
6 年I agree that the technology has and continues to change how businesses can conduct their marketing but I hope we have always had the end user centric to the content and delivery of our message.
CEO of the Convincing Company & Award-Winning Crisis Communications expert who a WSJ editor said is, “the expert to call in a pinch.” Co-Author of Convince Me, I train leaders and teams to thrive under pressure.
6 年Go Shashi!