Nowadays, almost all B2B buyers and customers use the internet to find out about products and services before contacting a sales team.
At the same time, the internet offers marketers a way to collect data about prospects and their interests.
One-to-One marketing is essentially an exchange of information for data based on mutual expectations of openness and fairness.
In practice, the marketer depends entirely on data provided voluntarily by the prospect.
And its precisely because prospects can revoke this right at any time, that the design of these online interactions is so important.
Effective online marketing means more than just effective communications or measurable campaigns.
Each interaction must reflect social behaviour and respect cultural standards.
When these aspects are well designed and well implemented, the online marketing experience does more to convince the prospective buyer than any claim the seller makes via a brand or logo.
In B2B, online marketing interactions are the preparation for face-to-face selling.
These ideas are the foundation of how we plan, design and create customer-focused online marketing for our customers and their audiences.