The Hidden Secrets of ABM School They Never Told You About Revealed!
We’re living in what Forrester calls, “The Age go the Customer,” but what’s specifically changed to reach that point and what’s important to focus on for B2B marketing?
Access to information has changed. I can buy the same gear I buy at REI online for cheaper. So why buy it at REI? Because of service and because of loyalty to the brand. I feel awful if I buy outdoor equipment anywhere but REI, and that’s because of their incredible in-store service, their favorable “Club” terms, and their values (that whole #OptOutside campaign on Black Friday). The same dynamic needs to take place in B2B marketing, a brand needs to stand for something meaningful while exceeding service expectations for long-term, durable differentiation.
