BTS to B2B

BTS to B2B

1. Firmographics

2. Demographic Traits

3. Technological Tools

4. Psychographic drivers

   • Elements of Value (Must look into the underlying reason behind the consumer's statement --> Maslow's hierarchy of Needs)
     • https://hbr.org/2016/09/the-elements-of-value
     • Companies that perform well on multiple elements of value
       • have more loyal customers
       • grow revenue at a faster rate
       • eg. Amazon, achieved high scores on eight mostly functional elements
         • Amazon Prime
           • saves time
           • reduces cosT
           • provides access and fun/entertainment
           • reduces risk
       • Companies should improve on elements that form their core value
         • set them apart from competition
         • meet consumer needs better
     • Is there a pattern of value?
       • Are some elements more important than others?
         • Yes, PERCEIVED QUALITY affects customer advocacy more than other elements
         • after quality, the critical elements depend on the industry
           • F&B -- sensory appeal
           • Banking -- access and heirloom
       • What value do consumers see in digital vs. omnichannel companies?
         • Omnichannel
           • Win on the emotional and life-changing elements
           • Fusion of both will be more powerful
         • Digital
           • consumers perceive digital firms as offering more value
     • Are there universal building blocks of value?
       • Yes
       • No
         • Relevance of elements varies according to industry, culture and demographics  eg. nostalgia may mean little to subsistance farmers
           • eg. nostalgia may mean little to subsistance farmers

5. Roles

6. Name your avatar

7. Context

   • Pre-existing (antecedent conditions)
     • Environment for cross-pollination of ideas
       • Identify potential syngerfies
         • Directed cross-pollination strategies
   • To create
     • Context that generates positive emotional impact (pleasure, stimulation)

8. Anticipate & Adapt to new technology

9. Existing Pioneer Brand Advocates

   • Profiling
     • Horizontal (different industry)
     • Vertical (same industry)
   • Mavens
   • Connectors
   • Salesman

10. Content

    • Self-awareness and self-disclosure

11. Cadence