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Suppliers need to take care to care

I’ve been reading a lot recently about how the use of more data to drive marketing has taken the soul out of it. I’d argue that losing the element of human connection between the business and customer is even more important in B2B marketing than it is in the consumer sector.

It’s always been pointed out that customers don’t care about our products, only what the products can do for them. However, I think that we still have to care about the products.

Not every marketer does though, and it’s quite possible that if we do care, it can give us an edge over the competition. It’s more important than ever to understand the technology, the industry, and the issues faced by customers. New recruits to marketing and to the business should have time put aside to immerse themselves in that.