This is a book for Business to Business marketing leaders who wants to succeed in the omnichannel age as organization purchasing mimics consumer buying behaviors.
Consumers today are mobile, social, researching online, going to the store, and heavily utilizing technology as a medium for buying decisions and execution. “Going shopping”
isn’t going to the mall any more, it means going through laptops, tablets and phones to decide where and how to buy.
Executives at work making B2B purchasing decisions are now using the same approach and showing the same omnichannel behavior. In a research study by Forrester Consulting (sponsored by Accenture and SAP Hybris):
- 49% of B2B buyers surveyed prefer to make work-related purchases on the same place as personal purchases.
- 52% surveyed expect half their purchases to be made online in 3 years time.
- 73% says it is important to have omnichannel information and exchanges, and unified account tracking across channels
Marketing disciplines thefore need to change in the B2B space as new technology and communication channels changes corporate policies and buying behavior.
This book will help new marketing leaders suceed in the B2B omnichannel or Unified Commerce area by breaking down the marketing disciplines and giving practical advice and models in each area based on the author’s experiences.
Subjects covered in the book include marketing areas such as communications, social media, events, sales readiness, and the role of analytics.
Please provide feedback in the comments below. Do you agree that today’s B2B buyers are taking their B2C buying habits and applying it to their workplace?