Steve Jobs once stated, “Design is not just what it looks like and feels like. Design is how it works.”
This couldn’t be truer for business-to-business (B2B) marketers. In the rush to innovate and garner share for products, B2B marketers are now finding themselves in the same boat that B2C (business-to-consumer) marketers are in.
They need to figure out how to design their infrastructure to manage the data dump they are being confronted. Many of the tools in-house do not talk to each other. So, B2B marketers are spending time cobbling pieces together.
Even after these pieces are put together, is the picture being displayed really how things are? Plus, many of these marketers are not adept nor can they accurately analyze all of the data. Couple with all of this, the buying cycle has become elongated. The path of discovery for products under consideration is fostering a variety of possible solutions to discover along with many more decision makers to close the deal.
