Webinar: B2B customers have hidden needs – needs that should impact your marketing strategy

Category: Webinar

Marketing is often seen as a buying/selling relationship between two organisations. But if you consider B2B marketing in the same way, you can end up oversimplifying the relationship. A buying/selling relationship is focused on a product. It can miss the people element – the people who make up B2B organisations and make business decisions based on their needs.

If you want to stand out in the marketplace and gain a competitive edge, you need to flip your perspective from product to people, look outside in and put your customer at the heart of everything you do. To be able to do this, you have to gain a deep understanding of your customer and their needs – not just the obvious ones, but the hidden ones as well.

This webinar sheds light on this critical challenge – identifying your customers’ hidden needs. When you do this, it can help you with everything from strategic needs-based segmentation through to designing value propositions and shaping customer experiences.

Marketing to B2B customers can be a minefield. However, it’s also a great opportunity to include the human factor in your strategy – and really get it right for your customer.

Speaker info

Fred Lemke

Prof Fred Lemke
Fred is Full Professor of Marketing & Sustainability at Vlerick Business School and leads management workshops on the interface of marketing, sustainability, innovation, value creation, customer experience, and reputation. He is the Director of the Strategic B2B Marketing Programme; in the Online MBA Programme, Fred is the course leader of marketing.


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