A number of articles recently have talked about the importance of the customer, and the burgeoning need on suppliers to ensure the focus of marketing activities is around content that delivers value to the customer. A report out this year (The Growing Power of Consumers – published by Deloitte 2014) for example highlights the need for suppliers to (among others) move to informing and educating customers rather than just selling to them.

But is the manufacturer becoming redundant in the provision of value to the customer in the pre-purchase part of the buying journey?

Bear with me, but if I think about when I want to buy a product as a consumer (new tumble dryer as it turns out is need of the moment) it’s the customer reviews of the products that have a gigantic impact on my decision-making process. I then use various comparison sites to get the best price and finally the actual manufacturers site for dimensions etc. (unless of course these were provided earlier in the purchase journey). It seems pretty clear the value I, and others, place on a consumer review as opposed to what the manufacturers site might have to say.

However, the question I’ve not yet quite managed to answer and welcome your thoughts on, is does this carry over to the B2B world? I’m starting to think it does and that in the very very near future, no matter what product is being purchased, my guess is reviews and experience of use by peers, is going to become the single most significant input with which 90% of the buyers will seek out, trust and make a decision on! Whether it’s the final end user or sourcing department, the final decision to purchase will be based on what the collective peer group say about it.

If my musings are right (they may not be) then how many B2B’s are prepared to and looking at building, growing and supporting a site where the good the bad and the ugly is discussed in an open and transparent fashion?