I’m going to say something here that really is no secret; not many companies are making their marketing work as hard as it might. Yes they understand who they are targeting and have campaigns in place to reach those audiences, but deep down are they really connecting and engaging?
In order to be more effective it helps to ask yourself a few questions and answer them honestly. Much like B2C marketing, B2B marketing is embracing a more engaging communications approach. Our clients are talking about us behind our backs and we need to know that those conversations are positive and reflective of a great brand experience.
So here are 5 questions to help challenge your marketing activity and your customer experience:
- Why would anyone talk about you or your product? (How are you different?)
2. What would they say about you?
3. What would they say about your competitors?
4. What is remarkable about your business?
5. What do you understand about your customers?
(OK so technically that’s 6 questions!)
Work with your team to answer these questions. From business development to customer service, from accounts to R&D and operations, and yes, even your customers. Spend time considering these questions together; write them on the office whiteboard and in the company newsletter, or talk them through in the sales meeting. Encourage everyone to answer these 5 questions honestly and embrace potential weaknesses as these are your opportunities. Once you understand this feedback you can improve the way you do business, you can improve customer experiences and you can develop your marketing with stories that underpin the real life experiences that are found by working with you.
In order to really connect and engage- listen, be honest and spend some time navel gazing.
If you find these questions helpful then we have another 20 that will also challenge your marketing and story development so feel free to get in touch and we can chat them through with you.