In a report published in the spring of 2020, Forrester warned B2B organizations that they needed to become more customer-centric or risk falling behind. Customer centricity, and even customer obsession, are becoming popular labels for some of the most recognized B2C brands, but B2B firms seem to have a hard time keeping pace.
With more tools available to help capture the voice of the customer, and more data on customer behaviors available than ever before, it’s never been easier to understand the challenges and goals of B2B customers. So what is preventing some B2B firms from thinking more like their buyers?
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In this episode of B2B Nation, we talk to Erik Newton, vice president of Milestone Inc., about why the customer-centric mentality is proving such a challenge for B2B firms. We also discuss why competitor obsession tends to overrule customer obsession in B2B, and whether the line between marketing and sales is blurring as a result of the modern customer journey.
1:36: Why is thinking like a buyer such a challenge for many marketing organizations?
2:45: Are marketers that focus on inbound marketing more customer-centric?
3:57: Listening is central to thinking like a buyer.
5:14: Customer obsessions vs. competitor obsession.
8:19: Ideal customers vs. solving ideal problems for your customers.
11:21: Does the reliance on attributes like job titles leave opportunities on the table?
12:47: Is the line between marketing and sales starting to blur?
17:40: Thoughts on the state of B2B content.
25:50: What is Erik’s favorite tool?