For years, the relationship between brand and consumer has been one factor that has separated companies from their peers. But what do those same relationships mean when it comes to B2B companies? Is there the same customer satisfaction when it comes to businesses on a customer journey?

“At the end of the day, businesses don't sell to businesses. Human beings sell to other human beings, and the ability to understand your customer, understand the pains that they're facing, how they make decisions and what part you can play, make their job’s and their lives easier is paramount to the success of a CMO.”

That’s, Gina Hortatsos, the CMO of LogicGate, and on this episode of Marketing trends, she discusses why the customer journey for B2B companies needs to evolve. Plus, Gina dives into the best hiring practices and why a small, but mighty team is the way to go.

Main Takeaways

Feeling Risky: Risk management is harder than it has ever been. With more and more employees working remotely, the number of potential employees exposed to security and privacy risks has increased as well. Companies can no longer rely on the structures they had in place before. In order to manage risk, you have to have a system in place.
Selling To A Person, Not a Business: B2B companies are drastically behind their B2C counterparts when it comes to personalizing the customer journey for their clients. At the end of the day, companies have to remember they are selling to other humans and must have a better understanding of the pain points those customers are facing and how they make decisions, then create an experience that addresses those things.
You Need An Attitude Adjustment: When looking at your hiring process, identify core pillars. For LogicGate, three key elements they look at when analyzing potential employees are intellectual curiosity, willingness to learn, and, most importantly, a candidate’s attitude.

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