B2B IT And Your Value Proposition

October 8, 2009

A September2009 Harvard Business Review article by W. Chan Kim & Renee Mauborgne is an excellent piece on strategy. I wanted to pull out one comment in regards to the Business to Business space. The authors recommend that B2B businesses work on maintaining two value propositions;

… one for your customers and one for your customers customer

This is something that few businesses (large or small) do really well. But some can do it very, very well, and outperform because of it.

To revisit a conversation I wrote about previously, I had asked which is the easier sale; one where a customer needs to be sold on your product, or one where a customer comes in looking for your product.

I think that the answer to that one is pretty clear!

But what about when the end buyer does not purchase directly from you? Can we still get that customer researching their local market to find your product specifically?

The answer is yes. Effective marketing and brand awareness can do that. In this post I will stick to my IT experience and ask;

For Managers in B2B SME’s, are there ways that your IT can help your marketing efforts? Help in getting your customers customer looking for your product?

The method and ideas may differ depending on your industry, but how about some samples;

* Successful case studies prominently displayed on your Web Site, made easy to create by efficient content management systems?

* A Blog that allows your senior leadership to start down the road to being deemed as thought leaders in your industry or market?

* A world class web site that easily refers a prospect to your partnered retail network?

The SMB Takeaway

Again, these are just some off the cuff ideas, but in the SME manufacturing or distribution business, keep this second value proposition in mind – the one for your customers customer.

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Photo Credit KnownColor via flckr


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