04 September 2020
Author: Linzi McGuire
Technology and Electricals have always been an industry of highly competitive brands that change rapidly and engage in frequent product and service development. However, the environment and the rules surrounding the sector have been rewritten during 2020, which is causing brands to review their strategy.
We spoke to Client Account Director, Lindsay Hey about what brands need to consider in both their Consumer and B2B strategies, and what sales and marketing agencies can do to help brands set and achieve their strategy in this fast moving landscape:
Lindsay starts, “In a period of rapid change and uncertainty, it’s critical for brands to get the right strategy in place across both Consumer and B2B channels. They need to look at these channels holistically.”
“Now more than ever, brands should be seeking partnerships with agencies who can deliver across both sectors – they need to have a two-pronged strategy and win with consumers AND B2B. The environment has changed significantly across both channels.
Let’s take consumer retail first - there have been 4 key changes in the consumer environment:
Meanwhile the B2B channel has also been impacted, and I think that the way brands can be more successful in this space is leverage the attitude and skillset of their consumer channel teams:
There’s a huge opportunity here for B2B teams to learn from how B2C teams operate. If done right brands can create long term customers vs win short term sales, as long as the right strategy is applied. Here’s how:
When your consumer retail teams learn from you B2B teams and vice versa, both become more successful. Creativity, personalisation and using data to ensure being in the right place at the right time are all keys to success.
These three points are all things we do well in the consumer channel and when we apply this to brands B2B arms we see transformational success. Brands who think outside the box will change the way B2B sales are done forever.”
Lindsay tell us, “There is actually a lot of similarity in what influences sales with the Consumer and in and B2B. In fact, we can point to 3 areas that are consistent across both B2B and Consumer channels:
Lindsay comments, “The combination of environmental change with consistent purchasing influencers has revolutionised what brands need to do to win.
In the Consumer channel, brands must
In the B2B channel, the approach brands take needs to be led by a goal of achieving long term success through engagement, rather than hitting short term sales targets. To do this, brands must:
Lindsay starts, “If your goal is to sell more then I’d be telling you to look for a partner who has experience across different sectors, who has a reputation for blending people, data and technology to create tailored solutions, who is known for their thinking in addition to their action, and who is agile enough to quickly adapt and reset to fit changes in environment or strategy or proactively flex between channels or activities when the strategy or data tells them to.
At McCurrach, whichever channel is your focus, we can help you sell more, and we’re focused on 3 areas to do this:
If you’d like to talk more about how your brand can revolutionise the approach to success in both Consumer and B2B channels to sell more, talk to us.
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MEET THE EXPERT:
For more information on Lindsay Hey, Client Account Director, specialising in the Technology sector, visit her LinkedIn page.