May 30, 2012, Channel Marketer Report by Alicia Fiorletta
During his keynote speech on Wednesday, May 23, Jonathan Becher, CMO of SAP, revealed the company’s continued transition to more customer-focused marketing tools and tactics.
“Because this is largely a B2B conference, you’re probably thinking our customers are companies,” Becher said. “But big glass buildings don’t buy software; people do. I think we’ve spent the last 10 years arguing about the difference between B2B and B2C and largely, we made it up. There are some differences between an impulse buy of a can of cola and a considered purchase of something that may cost tens of thousands of dollars, but the differences are much less than we claim they are. We’ve done ourselves a disservice by claiming the differences are more than they are.”
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