Always focus on customer context: it's what matters!
We’ll see more sales & marketing teams key focus on customers’ context.
Customer context is all that matters to empower sales cycles and to close deals
We support brands that are increasingly switching their strategies from a product-centered vision to a more effective customer-centered one.
For them, it's increasing the need to connect quality information to bring value to the interactions among their sales & marketing team and their buyers. In addition, among shopping assistants & end consumers.
Their challenge is to target content based upon information they know about the buyers and to know the buyers’ expectations and activitiesin actionable ways.
In this, inbound marketing & sales methodology is leading the process.
The future belongs to companies who adopt customer-centric strategies now.
In this post by Carlton Doty on Forrester's Blog you can collect useful takeaways:
Customer Insight (CI) teams will stimulate more insight-driven interactions with customers throughout the entire customer life cycle;
Marketers will enable their firms to close the gap between the abundance of customer and marketing data available today and the insights needed to win, to serve and retain customers;
they will enable their businesses to act quickly on customer knowledge
they will transform their firms into intelligent enterprises and drive better customer experience across all touch points.
Digital marketing investments will drive brand experiences across the customer life cycle.
Inbound methodology has the right formulato leverage relevant content.
Inbound methodology listens to buyers by connecting with them personally, understanding their needs and creating compelling solutions.
This involves delivering tailored quality content to prospective customers WHEN and HOW they want to be reached.
Successful inbound marketing relies on its laser focus on creating and sharing content that answers your customer’s basic questions, ultimately satisfying their need for usefulinformation at the different stages along their decisionpath.
By aligning the content you publish with your customer’s interests, inbound methodology naturally attracts qualified prospects that you can then convert, close and delight over time.
This illustrates the importance of reps acquiring more contextual informationfrom marketing, social media and technology to help complete their customer profile more robustly, so that they are better equipped to sell to “warmer” leads.
Companies that are focusing on customer-centric solutions need to communicate and sell in a different wayto provide processes that enable them to understand,at an actionable level.
Buyer’s expectations include:
what information customers seek
when & where they look
who trusted sources are and ultimately how they intend to use the information.