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B2B Change Agent Handbook: Customer Centricity

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B2B Change Agent Handbook: Customer Centricity

- B2B Marketing was once a second-rate business function equated with the unscientific mysteries of branding and traditional advertising, but with far less panache than B2C.

That was then. This is now.

B2B marketing is about knowing what information your buyers need and delivering it just when they need it.

It's about guiding your customers through their decision-making process and continuing to be of value long after the sale.

It's about being accountable and using scientific methods to show how marketing directly impacts sales and company revenues.

…But that’s not all. To succeed in this rapidly evolving environment, you must become the agent of change in your organization.

Who are your customers? What challenges do they face?

Most B2B marketers know tons about their own products but little about their customers. You need to champion the seismic shift away from your solutions to one focused squarely on customers.

Evangelize customer centricity! Unless you know who your buyers are, how they play a role in the decision-making process, and what steps they take to arrive at their decision, your content is just window dressing for your website. Or worse, spam in your prospect’s inbox.

Rather than creating content to support the sales cycle, you need to design a revenue model that matches the buyer journey and aligns lead-nurturing content to that model.

Here’s how to do it.

Learn everything there is to know about your customers. Listen, gather data, and draw insights from inside and outside your company. Customer knowledge sharpens your content marketing and lead-nurturing strategies and helps you tie marketing to revenue.

Think of your brand as a service. Your job isn’t to win contests based on how clever your collateral or campaigns are, nor is it about keeping track of how many “likes” your company has on Facebook - its about how many relationships you foster and what you do to make them flourish. You need to campaign for this idea within your company and convince others that this is the new path to success.

Keep the focus on the customer, even after the sale.

It’s conventional wisdom that landing new customers can cost as much as five times more than keeping the customers you have. Engage them in useful conversation. See the world through their eyes. Cultivate a lifelong partnership that encourages them to sing your praises far across the digital landscape.

Being an effective B2B marketer means doing more. That’s why we propose that today’s successful CMO also take on the title of Change Management Officer and become CM0².

That means turning your marketing skills inward to sell change upstream and down. That means keeping track of progress and showing results. That means staying the course, even as fear, uncertainty, and doubt get in the way.

It means becoming a change agent and taking the lead.

Published in: Marketing
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B2B Change Agent Handbook: Customer Centricity

  1. 1. Customer Centricity
  2. 2. #b2bchangeagent2 #b2bchangeagent B2B Marketing was once a second-rate business function equated with the unscientific mysteries of branding and traditional advertising, but with far less panache than B2C. That was then. This is now.
  3. 3. #b2bchangeagent3 #b2bchangeagent B2B marketing is About knowing what your buyers need and delivering it just when they need it.
  4. 4. #b2bchangeagent4 #b2bchangeagent B2B marketing is About guiding your customers through their decision-making process and continuing to be of value long after the sale.
  5. 5. #b2bchangeagent5 #b2bchangeagent B2B marketing is About being accountable and using scientific methods to show how marketing directly impacts sales and company revenues.
  6. 6. …but that’s not all. To succeed in this rapidly evolving environment, you must become the agent of change in your organization.
  7. 7. 7 #b2bchangeagent Who are your customers? What challenges do they face?
  8. 8. 8 #b2bchangeagent Most B2B marketers know tons about their own products but little about their customers.
  9. 9. you need to champion the seismic shift away from your solutions to one focused squarely on customers.
  10. 10. 10 #b2bchangeagent EVANGELIZE CUSTOMER CENTRICITY Unless you know who your buyers are, how they play a role in the decision-making process, and what steps they take to arrive at their decision, your content is just window dressing for your website. Or worse, spam in your prospect’s inbox.
  11. 11. 11 #b2bchangeagent Rather than creating content to support the sales cycle, you need to design a revenue model that matches the buyer journey and aligns lead-nurturing content to that model. Here’s how to do it..
  12. 12. Learn everything there is to know about your customers.
  13. 13. 13 #b2bchangeagent Listen, gather data, and draw insights from inside and outside your company. Customer knowledge sharpens your content marketing and lead-nurturing strategies and helps you tie marketing to revenue.
  14. 14. Think of your brand as a service.
  15. 15. 15 #b2bchangeagent Your job isn’t to win contests based on how clever your collateral or campaigns are, nor is it about keeping track of how many “likes” your company has on Facebook.
  16. 16. 16 #b2bchangeagent It’s about how many relationships you foster and what you do to make them flourish. You need to campaign for this idea within your company and convince others that this is the new path to success.
  17. 17. Keep the focus on the customer, even after the sale.
  18. 18. 18 #b2bchangeagent It’s conventional wisdom that landing new customers can cost as much as five times more than keeping the customers you have.
  19. 19. 19 #b2bchangeagent Engage them in useful conversation. See the world through their eyes. Cultivate a lifelong partnership that encourages them to sing your praises far across the digital landscape.
  20. 20. 20 #b2bchangeagent Being an effective B2B marketer means doing more. That’s why we propose that today’s successful CMO also take on the title of Change ManagementOfficerandbecomeCM0².
  21. 21. 21 #b2bchangeagent That means turning your marketing skills inward to sell change upstream and down.
  22. 22. 22 #b2bchangeagent That means keeping track of progress and showing results.
  23. 23. 23 #b2bchangeagent That means staying the course, even as fear, uncertainty, and doubt get in the way.
  24. 24. 24 #b2bchangeagent It means becoming a change agentand taking the lead.
  25. 25. follow us: There’s more to the story. Visit Yesler.com for the full B2B Change Agent Handbook and for more resources that will help you become a marketing change agent for your organization. Download now

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