The buyer-driven marketing is a concept that originated in the value chain . Depending on the actor with the most influence, global value chains are classified into two broad categories:
They tend to have high entry barriers, as many supply chains require capital and technologically intensive production based on economies of scale. For example, it is the case of the automobile or aeronautical sector. In these circumstances, the value chain depends primarily on producers and the ability of suppliers to deliver the necessary parts and bring the finished to market.
A buyer-driven marketing experience must be connected, aligned and personalized with the buyer in mind, not the sales team. For established B2B companies, this may mean rethinking product-based processes to put buyer needs at the center.
A frequent problem of companies that consider doing buyer-driven marketing is that the buyer’s data is dispersed or even repeated in different parts of the company. To solve this, you need to gather all this data in a single source of information. Normally, the most efficient solution is to integrate all the information through a
In the world of B2B marketing , account-based marketing is trending. But in addition to proactively contacting your customers, you also need to be available when they come to you and have a reliable monitoring system that allows you to respond quickly to their requests.
In recent years, initiatives such as the and the have radically changed the regulation on the processing of personal data. Given that buyer-driven marketing is largely based on collecting and properly treating the data of current and potential buyers, we must be very aware of these regulations and ensure compliance in all phases of the process.
Before, B2B marketing was organized around business and industry events, such as annual trade shows. Now, with a buyer-driven strategy, it is necessary to be in the channels where customers are. This means that we have to be prepared to communicate with buyers through a variety of channels, be flexible in defining our strategy based on the evolution of their habits and create relevant and meaningful points of contact throughout the buyer journey. .
Generic and mass marketing has been totally out of date. What we need is to be able to clearly identify our buyer persona and address exclusively the people who make it up. Fortunately, nowadays digital platforms allow for very precise segmentation, which not only takes into account aspects such as demographics or interests, but also previous interactions with our brand.
We know that buyer-driven marketing is based on data, and it is precisely this data that allows us to know what exactly each buyer wants and offer them a unique experience that adapts to their needs and interests. In an increasingly competitive environment, to stand out it is necessary to show the client that we understand them and treat them in a unique and exclusive way.
If 2020 has taught us anything, it is that the global consumer and marketing landscape can change at any time. But a global cataclysm is not necessary for consumer habits to evolve. In the digital world, everything is constantly changing. For this reason, your company must have agile processes and be able to change the way it works whenever necessary.
In the end, moving from product-marketing is a company culture change, and as such affects the way the marketing team works. This change must be reflected in the organization chart and in the way of making decisions to ensure that we are always ready to respond to the needs of the client.