The most important element for increasing leads and sales, according to Marketing Profs.
We’ve witnessed a spate of recent articles proclaiming the “consumerization” of all things business—the consumerization of sales, of IT, and of business-to-business (B2B) marketing most prominently. McKinsey’s David Edelman has referred to the consumerization of B2B marketing and sales as a “massive disruption” on the horizon.
Although there’s no questioning these trends, it’s worth taking a step back and asking what “consumerization” exactly means in a business context: What is it precisely about consumer marketing and sales that B2B professionals are seeking to emulate?
Clearly the suggestion isn’t that enterprise software vendors should start running print advertisements in Vogue magazine, or that machine tool manufacturers should invest in splashy TV commercials on The Golf Channel.
Upon closer examination, the move toward consumerization seems to boil down to embracing one key concept long pursued by B2C brands: minimizing friction across the promotion and buying process.