![]() ![]() Or even boosting customer satisfaction – now that's a game-changer.īuyer insights bridge marketing and other departments. Beyond crafting killer campaigns, imagine our insights steering innovation and shaping products based on what buyers really want. CMOs earn a seat at the table when the business embraces marketing’s insights as part of overall business strategy. Building relevance in the boardroomĪrmed with buyer insights, Marketing can contribute to strategic business decision-making. We should be willing to fight for ownership of buyer insights, and then use them to elevate marketing’s value to the business. Marketing is in a unique position to facilitate an end-to-end view of the customer. What the hell’s going on with the other half? Have they ceded ownership of buyer insights to ‘product’? Or worse, are insights scattered across the business, stuck in the heads of key customer-facing people, lost when they eventually leave? Scarily, only half of CMOs are in charge of customer insight. Our media editor explores the biggest media buys and the trends rocking the sector. Relevance calls for a more fundamental shake-up. Tinkering with last-touch attribution or adjusting your ad bids is not getting you closer to solving the problem. Analysts shout it from the rooftops: buyers crave understanding. Understanding your buyers properly is the key to winning the race for relevance. It’s time to switch gears – and prioritize buyer-centricity. But a focus on being customer-centric just won’t cut it anymore. Lots of tech companies have invested in ‘customer success’ in an effort to keep customers happy and nurture their relationships. But that’s not going to help you create a compelling value proposition, is it? Yes, maybe you’ve got old personas that articulate an IT decision-maker’s favorite coffee and morning routine. ![]() The theory is simple: understand your audience, be relevant and helpful, and they’ll engage. Knowing your buyers is Marketing 101, yet in B2B it's often overlooked. ![]() B2B marketing leaders need to ask the real questions: why are buyers giving us the cold shoulder? How come our messaging isn’t landing? What is it that buyers are seeking that we’re not providing? This is what leads to inflated SEM and paid social budgets – they’re the easy buttons to push.īut what’s the root cause? Currently, marketers are blindly accepting these tropes without digging into the ‘why’. After all, pouring more money into the same tactics won't fix the underlying issues. Here’s the harsh truth: the obsession with funnels (fueled by marketing automation, and the myopia of performance marketing) is only making things worse. Marketing effectiveness is at an all-time low because buyers have their barriers up. Targets are more elusive, decisions take forever, and once-effective strategies are just not working as they once did. Forrester has said that the “fundamental changes in B2B buyers’ behavior have reached an inflection point - and now pose an existential threat to all organizations”. Forms go unfilled, emails unanswered, and content gathers digital dust. The B2B train is running out of trackī2B marketing is getting harder the traditional methods are failing. Taking ownership of buyer insights can enhance marketing's overall value in the business. The value of understanding buyers goes beyond reconnecting with disenchanted audiences. But sometimes going back to basics unearths a simple yet potent solution. ![]()
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