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Our director, Dany Cerone, reveals the complex challenges of B2B in this interview granted by AGEFI for the program Be to B.
When one company sells to another, everything depends on credibility, the quality of the products and offer, and the construction of a lasting relationship of trust. Sales cycles often last several months - sometimes several years - and involve numerous stakeholders. This modus operandi requires strategic planning and a detailed understanding of needs.
“You can't convince in a few days; you have to build real trust.”
Contrary to popular belief, B2B can be surprising and innovative. Decision makers remain sensitive to messages that combine precision and audacity. It's not enough to detail technical data; you also need to captivate the audience.
“Even when you're talking to engineers or financials, there are humans behind those titles.”
Originality is therefore a lever for differentiation; especially in very technical sectors where a creative campaign really makes an impression. However, it is essential to make the most of digital channels and their capabilities; accurate monitoring of engagement and conversion, measuring the right metrics, and automating activities that can be. Adaptability is key to reacting quickly and constantly adjusting your strategy to empower acquisition and stimulate business growth.
Curious to understand how certain actors manage to harmonize technique and creativity? In the video, Dany reveals some levers that make it possible to stand out in a competitive environment. His pragmatic vision, based on concrete experiences, sheds light on the best practices to adopt. And you'll also learn a few more personal things about Dany ;).
If the subject keeps you awake at night, get your copy of the B2Bible !
