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Thursday, December 28, 2017

Google, Amazon and Facebook have Changed B2B Marketing

Quite a good piece, read the whole thing for useful details about how different companies have addressed B2B marketing with new tools and contextual data. 

How Google, Amazon and Facebook have changed B2B Marketing
 by Glenn Gow in Chief Marketer

Google, Amazon and Facebook have changed buyer expectations across the globe—not just in the B2C world, but in the B2B world as well. Nowadays, when a buyer interacts with a company, they expect that company to know something about them and help them find and buy the right solution to their problem.

The classic example is Amazon’s “customers who bought this item also bought” section and how Amazon makes additional purchase recommendations to you based on your prior behavior.

Google does something similar by monitoring your past search behaviors and what they know about you from this behavior. When you conduct a search on a phrase—say, “fun things to do in San Francisco”—you get a highly customized set of results that will be completely different from the results another person gets. Google customizes the results based on everything they know about you…and they know a lot. ..... " 

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