Has anyone seen great examples of b2b companies taking a direct to user approach in their messaging/marketing vs just buyer?
2 Answers
Telescope Partners Head of Marketing | Formerly Nexmo, Dialpad, Aspire, Brandfolder • 8y
My previous company, Dialpad, sort of tried to take that approach. tbh I have mixed feelings on it and don't think it was the right approach for the business. I think the...
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Coro S.Director of Corporate & Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y
This is a huge factor in PLG (product-led growth) and is typically done through in-app communication, more "informal" social media vis-a-vis the type of platform and/or t...
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Ouster Vice President Marketing • 8y
+1 to that James and I'd add that targeting a specific type of business user can work if that business user has outsized influence relative to their title, e.g. software ...
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Has B2B and B2C messaging becoming more similar as time has gone by?Too often B2B messaging is done in a vacuum or after listing to a few sales calls. B2C marketers spend far more on early-stage customer research and end up with more effective messaging overall. What would help B2B product marketers secure budgets for true customer research to inform their messaging too?Can you recommend any tactics similar to 'A/B testing' that you would use to measure the 'true' impact of product marketing in a B2B setting?