The New Anonymous Customer [Video]

As more potential customers go on line to research for products or services, they are more reluctant to reveal to companies who they are. In this Vlog, Grant explains the challenges.

Imagine you’re sitting at home and you turn to your partner and tell them you need to buy a new pair of trainers at the weekend.At that point, neither Nike or Adidas (if they were going to be in your buying set) know that you’re in the market for a new pair of trainers, but today, even in the business to business world, your customers are exactly the same.

In the business to business world, it used to be the customers, or prospects, would reveal themselves to you very early on in the purchase journey. For example, before the web, if you wanted a new accountant, a law firm, a recruitment company, there was no way of finding …