The text discusses the role of friction in marketing, particularly in B2B contexts. It highlights that while the common marketing mantra has been to eliminate friction, strategic friction can actually enhance the customer experience. The author uses the example of ordering Domino’s pizza to illustrate how customization and complexity can add value, but only if customers are guided through their choices. In B2B marketing, products and services are often complex, and introducing intentional friction can help customers make more informed decisions. This involves personalizing content and recommendations, highlighting unique features, and providing guidance during the decision-making process. Additionally, maintaining engagement during the “dead zone” between purchase and implementation can reduce buyer’s remorse and foster loyalty. Overall, the article suggests that marketers should embrace friction as a tool to enhance customer experiences and outcomes.
Kaynak: https://contentmarketinginstitute.com/articles/customer-experience-buying-process
