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Getting to know your customers – inside out
Katie Hart FCIM
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Definition The science of mind and behaviour
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The old way…
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The current way…
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Greatest B2B potential
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Authority
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Authority
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Authority
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Applications Position yourself and organisation as an authority
Demonstrate expertise, credibility and thought leadership LinkedIn, Twitter, vlogs, articles, awards, conferences Learn to dress yourself!
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Reciprocity
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Applications Provide something of value, get something back – likes, follows, contact details etc Especially relevant in B2B as can involve longer sales processes and internal ‘re-marketing’ Relationship building
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Gender
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Gender Physiological differences impact on our behaviours and decision making processes Many marketing practices are naturally skewed to male brains. Increase in female influence in B2B buying - worldwide
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Conclusions
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