Using your customer mapping to inform your digital strategy
We looked at the concept of customer mapping, and how the buyer lifecycle can benefit an entire digital strategy.
Article | by Julia Protesaru
Pitching for B2B versus B2C clients is different; there’s more complexity, less readily available information and often caution when engaging with the agency early in the process.
Agencies that understand B2B well will dig further into the client’s brief to identify the deeper challenges and likely solutions.
With that in mind, we’ve extracted the best pieces of advice for client-side marketers, to help make the pitch stage a more successful one, for both parties.
48% of agencies say that “lack of face-to-face time” with the client is one of the biggest challenges of the pitch process
If you're using the pitch as a business case, make sure the agency is aware
They often need to find out more details about the challenges you face
For one of the world’s leading adhesive manufacturer, it took about 9 months and resulted in an award-winning web ecosystem for one of the most important international adhesive companies
There is less information available on B2Bs than there is on B2Cs
Tell us what the format is up front and how you want to engage with us
And be prepared to talk about them like B2Cs
Look for agencies with long-standing relationships and stable staff
If you don’t know the agency, they shouldn’t be in the room.