What would you say are the fundamental considerations for B2B customer acquisition today?
In the last few years, we’ve all become much more used to digital customer experience and we had to adapt to it by changing the way we market and sell. But, I believe that even under these circumstances, it comes back to the absolute basics of marketing, which is understanding who you are, what your proposition is, what experience your buyers wish to have, and really understanding them as individuals.
You can create all the campaigns in the world, but if you don't understand who's actually buying from you, it's completely pointless. It goes back to knowing your customer and understanding where they want to be found and where they want to be spoken to. Whether that's on social media, through video content on YouTube, or something else entirely. Marketing is a constant learning curve, and we always have to look at and analyse what we're doing and how we can do it better.