Promoted from Omobono
Lessons from a B2B digital transformation journey
Experience is the new brand; brands are no longer defined by their products, but the full holistic experience they create for their customers across multiple touchpoints and channels.
B2B brands can create digital experiences that build strong customer relationships - something the pharmaceutical services company Clinigen discovered through its recent digital transformation journey, supported by the specialist B2B digital experience company, Omobono.
A digital experience that put the customer first and centred on understanding the buying journey enabled Clinigen to create a bigger business impact by getting to market quickly while working around legacy systems - but it wasn’t without a few challenges along the way. Simon Harper, VP of digital, Clinigen
4 min read Lena Roland, WARC
The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.
This month’s WARC Guide focuses on Rethinking B2B Marketing – a discipline often seen as far less glamorous than its consumer-facing counterpart, but which is undergoing disruption all of its own thanks to the COVID-19 pandemic and a longer-term evolution in technology and strategic thinking.
Several themes emerged from the thought leadership, new research, best practice advice and lessons from business-to-business (B2B) brands in the Guide. And they include: how to build a B2B brand in 2021; the growth of account-based marketing; selling big-ticket items remotely; and managing across B2B and B2C portfolios.