B2B buyers across 515 brands – including Tesla, PepsiCo, Delta, Pfizer, Hyatt and Comcast – add heft to a growing body of evidence that B2B marketing is literally missing half of decision-makers and losing trillions of dollars in deals annually as a result. The Bain-backed study, by LinkedIn-funded think tank The B2B Institute, suggests “hidden buyers” influence half of the buying process and have very different requirements from target buyers. They don’t care about features, it’s all about downside risk management, AKA backside covering. It means lead generation, measurement, KPIs and fundamentally, brand-performance strategies are all wrong. Those that flip the model and think of B2B marketing as “buyer group marketing” and brand as “deal risk insurance” will unlock massive upside, fast, say B2B Institute founder Jann Martin Schwarz and EMEA and LatAm lead, Mimi Turner. Schwarz is staking his reputation on it.
Author: admin
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