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Are You Prepared For B2B User Demand Generation?
Tony Zambito / Business 2 Community / October 11, 2013
Frustrated personnel. Frustrated at not being able to do a better job. Frustrated at not being able to help customers. Frustrated at learning there are better ways but no plan in place to improve. Feeling helpless to do anything about their frustrations. Which is, until now.
The enabling wave of digital technology and the democratization of information is being felt among the end-user communities within organizations today. Awakening a voice of influence long silent and constrained by traditional hierarchies in place since the 1950’s. As B2B organizations become more global, flatter, and collaborative – the voice of the user will grow stronger.
This trend has implications for B2B Marketers and Sellers when it comes to demand generation. Where will demand originate? It is a good question to focus in on. Depending on your industry, not building awareness among the user community can mean demand generation is not going to be effective.
Some industries have built-in advantages with user groups and communities. These, however, have been primarily oriented towards support, training, and development. Not demand generation. Other industries do not have these built-in advantages and do not know users as well as they can. They will certainly have work ahead of them to understand users more deeply.