Customer Centred Signalling (ePub)

Klaas Fleischmann
Customer Centred Signalling
Stop selling and start responsible influencingManagers, sales professionals and marketers need to adjust asap to thecustomer revolutionthat is taking place - as we speak- in the online B2B marketing arena. Never before have customers had such an information advantage. The power has shifted from seller to buyer.Klaas Fleischmann shows usconvincinglythat traditional marketing strategies such as pipeline management and the good old sales funnel approach no longer work. Customer journeys have become too complex to control. Marketers must start to engage with potential buyers on alltouchpointsand find out more about their individual customer journey. And - most importantly- start managing thedynamic customer experience.B2B will need to use social media (Facebook, Linkedin, vlogs and blogs) but without thinking they can push sales through them. They must stop selling and start responsible influencing. Instead B2B management and marketers need to invest in establishing contacts on the basis of clear and reliablesignalling. But that alone is not enough. They must invest in a new type of relationship - one that recognises the change in power from seller to buyer. This may be achieved through individuals who are embedded in the social networks of potential customers and are regarded by them as reliable sources of information. The end goal being: creating brand confidence, an excellent reputation and long lasting customer relationships.Fleischmann recognises that for some B2B marketers it is still a lot to come to terms with. But the good news is that there is a need amongst buyers tobe able to find and assess information quickly. This means there are chances for companies to reach potential customers if they make use of responsible influencing. Using academic research and personal experience as well as tapping into his own extensive B2B network Fleischmann introduces a newengagement modelandagile marketing strategy roadmapthat companies need in order to develop positions of trust online.Fleischmann’s first marketing textbook offers comprehensive new insights - based on academic research - into online and social B2B marketing strategies as well as practical insights andmanagerial implications and tips. It also includes anonline toolboxandcase studies.