Your customers are changing in 2016: 2 surprisingly simple ways to keep up with them
It is inevitable, and absolutely certain, that our customers are changing. We all are in a maelstrom of information, technology developments, demographic shifts, economic volatility, and geo-political uncertainty to name a few. We change every second of every day. It’s a fair guess that customers and prospects do, too. What you need to know is how are your customers changing and what that could mean for your relationship. As in any relationship, if you are not proactive, you have no chance of influencing the relationship and you will discover that only once it’s over!
The core reason b2b prospecting underperforms
The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They work from reports and results. They are separated, a gap to a chasm, from the often-conflicted humanity of the people that make the decisions. This separates your campaign from its potential. We are not fishing on the shores of Lake Abundant – it’s harder than ever to differentiate ourselves, to find, nurture and motivate the prospect as the world become increasing atomized.
Free Personas: Worth Every Penny
The most valuable part of any research is the insight. That nugget of truth that expands your understanding and guides strategy and messaging. Digging for insights isn’t easy—you have to go beyond the surface and get some dirt under your nails. And gasp! you may even have to talk with people outside your organization to widen your own (narrow?) perspective and blow up those assumptions you’ve been operating from for way too long.