Business-to-business marketing is often seen as fundamentally different to consumer marketing. Both are a hard slog in the face of tough markets, but B2B can feel particularly frustrating, especially when you’re trying to establish a brand. Classic B2B tactics often seem overplayed and non-differentiating – you’re traveling the same road your competitors are. Are consumer marketers having all the real fun?
There’s a trend I’ve noticed during my last few college recruiting visits: Our software developers start talking to excited computer science and software engineering students…and as soon as we reveal our enterprise platform and (business-to-business) B2B software offerings you see the lights start going out in their eyes. Why does enterprise and B2B seem to be such a turnoff for aspiring designers and front-end developers?
Doing business-to-business (B2B) research online can be challenging. (We don’t hear you arguing with that one.) B2B research comes with its own set of challenges – narrow targets, respondents that are hard to reach, a constantly changing professional landscape, to name a few – but it also has much in common with consumer research. What’s important in online consumer research – quality, respondent experience, objectivity – is just as relevant, and possibly more complex, in B2B research.
Looking to jumpstart your B2B research efforts? Improve results and get the insights you need with these eight tips.
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