B2B buyer behavior has changed - now it's your turn. B2B buyers
have changed the way they evaluate and purchase goods and
services-yet most B2B suppliers still approach their markets with
hyped-up, propaganda-like messages. The challenge now is for such
companies to move from spouting propaganda to establishing
credibility. From the role of salesperson to that of a customer
advocate. And from broadcasting self-recommendations toward a more
powerful model where people recommend the company and its products
to their peers. The Death of Propaganda presents Three Voices
strategy, a step-by-step recipe for meeting this challenge via
three distinct modes of stakeholder engagement: Voice of Company;
Voice of Industry; and Voice of Customer. All three Voices need to
be integrated into top-level business strategy, and incorporated
into marketing and communication plans to fully address the needs
of the new breed of B2B buyer.
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