How early audience insights reduce innovation failure
Learn how understanding audience habits first prevents costly innovation failures and gives companies a strategic advantage during uncertain times.
As manufacturers and retailers adapt to the new omnichannel ecosystem, B2B and B2C marketers are discovering they have more in common than ever before. The traditional sales funnel has been transformed into a web of multichannel interactions that influence and guide today’s path to purchase – whether the purchaser is a Baby Boomer procurement officer or a Millennial online shopper. While sales cycles can look very different, here’s how they’re more alike:
Despite having those factors in common, B2B marketers contend with some significant challenges that B2C marketers will never experience.
Published on Quirk’s, our senior manager decision journey mapping, Alex Zhu and senior marketing research manager at Kimberly-Clark Professional, Janet Ziffer, shared how B2B marketers can take a page from B2C to adapt and succeed in a dynamic omnichannel marketplace using this four-step framework: ideation, reframe/prioritization, validation and activation.
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