For years, the relationship between brand and consumer has been one factor that has separated companies from their peers. But what do those same relationships mean when it comes to B2B companies? Is there the same customer satisfaction when it comes to businesses on a customer journey? 

“At the end of the day, businesses don't sell to businesses. Human beings sell to other human beings, and the ability to understand your customer, understand the pains that they're facing, how they make decisions and what part you can play, make their job’s and their lives easier is paramount to the success of a CMO.”

That’s, Gina Hortatsos, the CMO of LogicGate, and on this episode of Marketing trends, she discusses why the customer journey for B2B companies needs to evolve. Plus, Gina dives into the best hiring practices and why a small, but mighty team is the way to go.

Main Takeaways

• Feeling Risky: Risk management is harder than it has ever been. With more and more employees working remotely, the number of potential employees exposed to security and privacy risks has increased as well. Companies can no longer rely on the structures they had in place before. In order to manage risk, you have to have a system in place.
• Selling To A Person, Not a Business: B2B companies are drastically behind their B2C counterparts when it comes to personalizing the customer journey for their clients. At the end of the day, companies have to remember they are selling to other humans and must have a better understanding of the pain points those customers are facing and how they make decisions, then create an experience that addresses those things.
• You Need An Attitude Adjustment: When looking at your hiring process, identify core pillars. For LogicGate, three key elements they look at when analyzing potential employees are intellectual curiosity, willingness to learn, and, most importantly, a candidate’s attitude.

---

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.