Why the Design of Online Interaction is so important for B2B

I believe that the way a company actually treats customers online, is more convincing than any claim presented by a logo, a brand or an advert. And data privacy is an opportunity to demonstrate respect for the people who count most – your customers.

Online courtesy is important because, in B2B today, 80% of customers find out about products and services for themselves via the internet, before contacting the sales team.

Digital marketing registers web visits, nurtures interests, qualifies contacts and delivers relevant information to prospects. It enables us to segment audiences, measure results and optimise effectiveness. It also provides valuable insights for increasing RoI.

Data-driven, 1-to-1 marketing is based on data provided voluntarily by the customer. And that permission can be withdrawn at any time.

So we must design online interactions to meet cultural expectations. In the EU, privacy is a fundamental right. Poor online behaviour will result in opt-outs. But fair dealing online will open the door for the face-to-face visit of your sales team.


My name is Andrew Sanderson and these ideas are the foundation for the way I design customer-focused online marketing processes.

I design 1-to-1 Marketing processes that drive Sales for B2B organisations through all stages of the Customer Journey, and Lead Generation campaigns that reinforce Market Share for each stage of the Customer Lifecycle.

I have also created corporate communications and PR programs, as well as employer branding & HR projects that address other audiences: suppliers and partners; current staff and future employees; for trade press, journalists and investors.

Campaigns are designed and built to comply with the new GDPR Privacy law.

Contact me

I work as a Freelancer with Digital Agencies on projects for their national & international B2B Clients.

Don’t hesitate to contact me if you have any questions:

+49 160 9346 3401

Core Competencies

B2B Communications
Customer Focus
Marketing Processes
IAPP Certified

Benefits for B2B Clients

“Andrew’s sense of innovation coupled with his extraordinarily rich experience will be a huge asset to any forward-thinking organization.”

Crispin Sheridan, Vice President Digital & Social Optimization, SAP

“Andrew’s skills will shorten your sales cycle, increase your qualified prospect pipeline and give you more time face to face with potential customers.”

Robert Heaton, Continuous Sales Training

“Andrew’s understanding of structuring and building campaigns with high response rates using small marketing teams is astonishing.”

Sandie Overtveld, Marketing Director, Pivotal UK


What you see is what you get

Teamplayer for Agencies

Experience and Skills in Digital and Classic Marketing include: (more…)

Consultant to B2B Clients

International Business Experience and Skills include: (more…)


How you treat people – in practice & online – says more about your company than your Logo, your Brand, or any claims you make.

As a Marketer, I regard Privacy as being more than just a legal issue. It’s an opportunity to demonstrate your respect for the people who count – your Customers.

For Prospects, Online Courtesy is  a very real aspect of your Company. Fair dealing online opens the door for the Face-to-Face visit of your sales Team.