Nicholas Kontopoulos, Head of Adobe DX Commercial APAC Marketing, provided his expert insight on marketing strategy for eCommerce in our B2B whitepaper. Here’s what Nicholas had to say.

“Seth Godin said, ‘Whatever the status quo is, changing it gives you the opportunity to be remarkable.

Seth’s right. If your business still relies on traditional tactics to build awareness, and to acquire and keep customers; then you miss the chance to be remarkable. And in this tight market, that means being left behind.

B2B customers don’t act and think the way they did five years ago. And you can’t treat them the same way you used to.

These customers are now channel-less: They don’t care about channels. Channels are simply a window to interact with a brand. Instead, focus on your customers’ needs. The B2B customer needs to be good at their job in order to build a successful business. Your purpose is to help them, by understanding their challenges and solving their problems.

Adopt a services mindset. Stop sinking your energy solely on talking about your products or services. Instead, start listening to customers. Learn from them, and understand their needs. That’s when you’ll be ready to best help them.

Today, we see the merging of two worlds: the physical and digital. This is the big change happening right now. And the channel-less solution is about intertwining the physical and digital customer experience together.

So what does this look like in practice? Creating and curating content that sings with relevance to your customers. Then identifying in real-time where and how to deliver that content, based on your customer’s preferences. Use the data your customers share with you to guide this process. That’s the secret: data provides the valuable insights needed to deliver a delightful customer experience.

Don’t be daunted. Big change means bigger opportunities. Be remarkable.”


Enjoyed our B2B marketing highlight? Download our whitepaper ‘How to Succeed at Digital Transformation in B2B eCommerce’, to read the full ‘Marketing Strategy’ chapter.

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