Page 52 - Impiantistica industriale
P. 52
INNOVATION
Do your B2B customers
promote your business?
More than great engineering David Michels and Andreas Dullweber, accelerate growth and create sustainable
Bain and Company
competitive advantage. But earning loyalty
or product features, in B2B markets poses unique challenges
involving complicated channel structures,
competitive advantage arning customers’ loyalty: concentrated buyer communities or large
Isn’t that for companies in
accounts with many people influencing
in B2B markets flows consumer markets? Many the relationship. Defining who the custo-
mers really are and how to best engage
business-to-business (B2B)
from the strong loyalty E customers act rationally and them requires tailored solutions and a hi-
executives figure that their
gher level of sophistication.
of your customers base decisions mostly on price—loyalty
doesn’t enter into the equation. For example, when Tata Steel Wire Divi-
sion (TSWD) in India needs to understand
Increasingly, however, B2B executives in how farmers are using its barbed-wire
industries ranging from industrial goods to fences so that it can develop targeted
financial services to healthcare find loyalty new products, it has to work through its
to be a powerful lever for them. It can both distributors. When financial software firm
50 Impiantistica Italiana - Novembre-Dicembre 2020
