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Unique B-to-B Challenges
The inherent complexity of B-to-B purchase processes makes designing a contact strategy challenging. “B-to-B catalogers have to contact end-users, purchasing agents, product specifiers and decision makers,” advises B-to-B consultant Ruth Stevens. “The way to talk to each is often different. You might emphasize productivity to decision makers, price to purchasing agents and ease of use to end-users. The channels may differ based on contact preferences and the value of the account. You might place outbound phone calls to higher-value accounts, but use only catalogs and e-mail for lower-value accounts.”