Recommendations for B2B executives
Drawing from the Index’s insights, several recommendations have emerged for B2B product executives. Among these, understanding the customer’s reasoning for choosing their brand over a competitor’s is paramount. Additionally, comprehending the makeup of the buying team and ensuring that the brand’s defined value proposition resonates with the market’s definition are crucial for alignment and success.
Lastly, it is critical to understand when the current or prospective customer can buy again—too often companies are trying to force a sale through to meet their own internal targets, impairing their relationship with customers. The “5% of B2B buyers being in market at any time” is a falsehood; it varies greatly for each product category. Find out yours.
The authors wish to thank Nicole Bethell, senior client advisor at Avasta, and Nick Childress, director of growth and marketing at Liquid Agency, for their contributions to this article. The Liquid x Avasta Challenger Index for B2C Product brands will be the next in our series.
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