196: What B2B Companies Must Learn From DTC Disruptors (R)

A wave of so-called digitally native direct-to-consumer (DTC) startups, like Casper and Dollar Shave Club, have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their own direct strategies. But without understanding why consumers are trying these new brands and how their expectations are evolving, traditional organizations’ efforts are doomed. That same warning applies to companies whose primary “customers” are other organizations — commonly referred to as business-to-business (B2B) companies. That’s because you’re never really selling to a business; you’re selling to people who happen to work at a business. And people don’t leave their expectations behind when they come in to work.

In this episode, we explore how B2B brands can — and must — design experiences to meet people’s shifting expectations of convenience, quality, and trust.

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