Companies in business-to-business markets must navigate buying processes with multiple decision makers and long decision cycles. They often sell highly technical or expensive solutions in low-involvement categories where inertia represents one of their biggest challenges. Many sell products through channel partners and have little direct contact with end-customers. The decision makers and influencers include functional users, engineers, executives, IT, and at times the purchasing department. And these are just some of the hurdles in B2B markets.
While the importance of the product and sales function is evident in B2B markets, the strategic value of marketing and branding can be overlooked. As is the influence of emotional drivers in what, on the surface, looks like a purely rational decision.
Isurus has decades of experience helping clients address these challenges. We serve clients in a range of categories, including Business Software, Laboratory & Scientific equipment, Healthcare, Financial Services, Education, and Manufacturing.
A commonality across our clients is a reliance on research to gain an outside-in view of the marketplace. They recognize that long-term growth depends on understanding and meeting the needs of the market. The best product doesn’t guarantee success.