What B2B Buyers Really Care About - Harvard Business Review
To discover what matters most to B2B buyers, the consulting firm Bain analyzed scores of quantitative and qualitative customer studies. All told, it identified 40 discrete “elements of …
Traditional B2B Sales and Marketing Are Becoming Obsolete
2022年2月1日 · Long the elusive objective of virtually every B2B commercial team, the time for sales and marketing “integration,” has passed. Instead, the most progressive B2B commercial …
Toward Healthier B2B Relationships - Harvard Business Review
In this article the authors introduce a model that any B2B company can use to measure and improve customer health. They identify three dimensions of customer health—customer …
Business-to-Business Marketing - Harvard Business Publishing …
This collection features content that covers the unique challenges facing B2B marketers and the impact B2B marketing choices have on business strategy
Marketing Reading: Business-to-Business Marketing - HBR Store
"Business-to-Business Marketing" provides a comprehensive review of the fundamental concepts and theories related to aspects of business-to-business (B2B) marketing. B2B...
The B2B Elements of Value - Bain & Company
Like our related framework for consumer markets (see “ The Elements of Value,” HBR, September 2016), our B2B model sorts the elements into the levels of a pyramid, with those …
What B2Bs Need to Know About Their Buyers - Harvard Business Review
2022年9月20日 · A survey by Bain and Google of 1,208 people at U.S. companies who are involved in buying software, cloud hosting, hardware, telecommunications, logistics, …
The New Rules of B2B Lead Generation - Harvard Business …
2021年6月22日 · To adapt, companies should follow a new B2B sales playbook: 1) build the right team for the job, 2) create simplified content that articulates the firm’s industry offerings, 3) …
10 Andris A. Zoltners et al., “Why women are the future of B2B sales,” Harvard Business Review, May 28, 2020. best sales talent demonstrate four to five times higher market growth. For most …
B2B Brand Architecture - store.hbr.org
B2B brand architecture is a function of two key dimensions: the organizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of...