Sunday, June 8, 2014

Warning: The New Reality of B2B Branding in the Digital Age

Introduction to Keynote on Computer Graphics and Media Design Conference


On July 9th I will be presenting a keynote address at the OMCIS Computer Graphics and Media design conference on the role of Digital Marketing Technology and B2B branding.  Certainly, as digital technology is increasingly used to facilitate the B2B buying process, the role of the salesperson in B2B branding appears to be diminishing.  Instead of leading sales, marketing and branding conversations, the field sales force now responds to a customer who has used digital technology to replace the information-providing role that person or group formerly provided. In fact, today’s  B2B buyer/customer has the ability to conduct much of their pre-purchase search for solutions to their product needs and requirements without the need for sales force inputs or even minimal personal contact.   This new process is illustrated below.  B2B buyers conduct research online and compare vendors before even contacting the salesperson.


Control of the Sales Process Has Shifted.

A Shift from Personalized Transactions to Digital Relationships

Business to Business (B2B) marketing has traditionally been based on an Industrial Age model where firm develops products and services, produces, and promotes them through various external resources.  The goal of this process has been to find interested and willing customers who will generate revenue for the company. In this approach, the relationship between the buyer and seller has been viewed myopically through a transaction-relationship rather than through a relationship-centered orientation. With such a transactional approach, the inherent belief was that persuasive selling was the key element for success in B2B marketing. However, there is increasing evidence that digital relationships are rapidly replacing the individual salesperson contacts that have been the hallmark of B2B marketing for the past century.


Buyers Work More on Their Own

A recent report indicates that buyers are at as much as 90% of the sales cycle by the time they contact a sales representative (Glass, 2014). In this new era, information transfer often occurs through customer seeking out information through search, vertical websites and consortia of like-minded purchasers. Such pre-purchase activities commonly result in the buyer’s recognition of alternative suppliers.  With the B2B brand salesperson no longer occuping the role of ‘trusted advisor,’ the salesperson becomes just another persuasive force that has no monopoly on product and service information.  This change in importance and focus of the sales force focus has an impact on how sales forces are sized and structured and the roles they play in the B2B buying process, the role of the salesperson in customer service and the increasing use of digital marketing technologies to manage customer contact.


Branding Activities are Impacted

Branding activities in a business-to-business (B2B) setting, formerly conducted primarily through face-to-face interactions by the field salespeople are now being conducted electronically.  This dramatic change in sales, marketing, and communication activities between B2B organizations is the result of the development and implementation of digital and interactive technologies. In this presentation, I discuss how the  historic ‘seller dominated’ B2B marketplace, where the marketing organization controlled the flow of information, has changed dramatically to one of ‘buyer control.’  This shift in power means the seller now responds to, rather than leads, many of the sales, marketing, and branding conversations.  My research colleagues and I (Dr. Don Schultz and Dr. Archana Kumar) suggests a radically different B2B marketing and branding framework based on digital technology as a way to understand and manage these new buyer-seller relationships and issues.

To join me at the conference,  and join in the discussion on these and other important issues, just select one of the workshops and you can register online for $295.00 for all three days.  I hope to see you there.

By Debra Zahay-Blatz.
You can find Debra on  and Twitter as well as LinkedIn.



29 comments:

  1. A B2B Marketing very helpful to grow a business through digital marketing. Digital marketing very help for every aspects. SEO Services Company in Delhi NCR

    ReplyDelete

  2. I really searching for this information for so long a day. Very nearly explained and looks great to see. Keep it up.......

    web development company & SEO services company 

    ReplyDelete
  3. We specialize in the high-end visual/UX design, La branding, e-commerce solutions, development, SEO optimization, web design services, corporate identities and Digital Marketing Company. We create innovative, emotional campaigns and commerce solutions that drive must-have desire and maintain the highest levels of brand integrity in digital, mobile, social media and emerging technology. We partner with forward-thinking brands including Lanvin, Aloxxi, Samsung, Electronic Arts, The Light Group, Mercedes AMG and more. We can do some options Los Angeles Web Design, Digital Marketing Company, web design services, design studio venice, iphone apps, eCommerce website design and la branding agency.

    ReplyDelete
  4. DigiDarts Provides various best and effective Digital Marketing Service in Delhi NCR, Our Experts make your band popular and reach your brand where you want to deliver and also we will help you to generate ROI through digital marketing campaigns.
    Online Marketing Companies

    ReplyDelete
  5. This is extremely helpful info!! Very good work. Everything is very interesting to learn and easy to understood. Thank you for giving information.

    Web design company Toronto

    ReplyDelete
  6. Good information about B2B marketing stratigies,
    read also digital marketing for plastic surgeon

    ReplyDelete
  7. Your tips are really very helpful for digital marketing. Very nice, keep sharing unique and useful detail like this.

    Lehi digital marketing

    ReplyDelete
  8. Digital Marketing Institute in Hamirpur covers all details of digital education. Get all details regarding all broad techniques of internet marketing

    ReplyDelete
  9. Nice to read this article will be very helpful in the future, share more info with us. Good job!
    digital marketing agency in mississippi

    ReplyDelete
  10. Nice Article about digital marketing and Analytics! I was looking for the same information and came to know about Digital Marketing Institute in Chandigarh

    ReplyDelete
  11. Thanks for the social media article,..
    It's a helpful article,
    "free instagram followers"

    ReplyDelete
  12. It looks like a perfect marketing,.Thanks for the share,.
    "Facebook Marketing Strategy "

    ReplyDelete
  13. Digital Marketing services is a bundle of configurable services that equip marketers and agencies to streamline content development and unify digital data collection and assimilation.
    digital marketing services

    ReplyDelete
  14. Very Useful and Informative Article...Thanks for Sharing

    Digital Marketing Agency India

    ReplyDelete
  15. I adore what you have got right here. You make it entertaining and you still manage to keep it smart.This is truly a great blog thanks for sharing marketing panthers

    ReplyDelete
  16. Nice blog here! Also your website loads up fast. Thanks.

    Web Designing Company

    ReplyDelete
  17. It was interesting. You seem very knowledgeable in your field.

    Online Promotions in Ludhiana

    ReplyDelete
  18. It's amazing article,..Thank you for sharing about social media,.
    Best social media app for iOS Android

    ReplyDelete
  19. Thanks for sharing this helpful article ,.
    it's really good,
    digital marketing agency Asia

    ReplyDelete
  20. It's a best thing you have shared about,.
    pushdot

    ReplyDelete
  21. It's a nice and informative post .
    social media is best way for marketing
    instagram advertisements

    ReplyDelete
  22. This is really a nice and informative post,
    iOS development

    ReplyDelete
  23. keep posting more related article about that,.
    android nougat news

    ReplyDelete
  24. This is really an amazing and nice post,
    buy pk domain

    ReplyDelete
  25. Its need to know every digital marketer how competitors are using techniques to grow up with their brands. keep update more things.
    Digital Marketing Company in Chennai

    ReplyDelete
  26. Nice blog post If you are searching for the quality advertising agenciesAef Media is full service creative agency. Award winners in search marketing: we provide soup to nuts | creative services. In addition to being a digital marketing weapon, we also make ideas become real.

    ReplyDelete