ALERT! Are Marketers Becoming Less Customer-Centric?
A recent report published in this post for B2BMarketing.net shows a rather peculair find.
It says that B2B marketers are getting less focused on the needs of their audiences. What’s peculiar about this is that many companies are neglecting the very principle behind a successful B2B lead generation and appointment setting campaign: customer-centricity.
No, you can’t find that word in any dictionary, but practically every marketer knows how vital it is to consider the urgent demands of one’s constituencies.
In fact, the report (organized by Squiz) explains that 63% of marketers cite customer-centricity as most important to their campaigns. About 64% went on to say their strategies are customer-centric.
Yet, these pronouncements turn out to be empty. According to the report, “53 percent of marketers claimed (customer-centricity) was a primary focus, but that still left 40 percent of respondents describing it as a ‘background activity’ and a small but remarkable seven percent saying that listening to customers was ‘not currently a focus’.”
In other words, while many affirm the importance of customer-centric activities, there are some who think they can achieve lead generation success without getting into the heart of their market’s main concerns.
Companies currently possessing this mindset are in dire straits. Without having a clear roadmap, their marketing efforts will most likely produce mediocre results, entailing a waste of vital investments.
Here are customer-centric ways B2B marketers might find helpful in getting engagements with high sales possibilities.
Infographics and videos are powerful in terms of customer education. Make sure they present relevant and relatively new information about the industries they serve as well as the solutions they opt to employ.
Make your words count.
This is a simple matter of creating a tagline emphasizing your company’s core value. Since we’re talking about customer-centric communications, saying “We put our best foot forward for you” goes a long way.
Polish your profiles.
Use a data profiling system to screen prospects that meet your specifications. But more importantly, you can use such software to discover certain attitudes and behaviors vital to maximizing your marketing efforts.
Get some expert help.
Train and orient your callers and email marketers about the vital ways they can get the attention of your prospects and have them converted into high-quality sales leads. It entails a massive investment in time and money, but nothing generates better high quality leads than people who are aggressive, knowledgeable and efficient in dealing with a variety of decision-makers.