Research & Repurposing

We all love to believe we have a special bond with our customers. Your sales team chats them up regularly, your marketing department sends them personalized emails, and maybe you even share the occasional meme on social media. It’s practically a rom-com waiting to happen, right?

Wrong.

Especially in the B2B world, it’s easy to fall into the trap of assuming that frequent interaction equals deep understanding. Your sales folks might know their clients’ favorite sports teams and coffee orders, but that doesn’t mean they’re privy to the inner workings of their decision-making processes, pain points, or unspoken needs. Even if clients seem open about what they want, often there’s more beneath the surface—and that’s where Voice of Customer (VoC) Research comes in.

Think of VoC as the couples therapy your business relationships desperately need. VoC research dives beyond surface-level familiarity to truly understand what makes your customers tick. It’s about learning the journey your typical client takes, identifying the turning points, and spotting opportunities for improvement that strengthen the connection.

>> Read the full blog: So you think you know your customers?

Creating Content That Counts

It takes a village to create content: planning, creating, designing, and distributing each piece is a big lift—especially for smaller teams. Content isn’t just an accessory in marketing; it’s essential for reaching prospects, educating them, and driving sales. So, how do you make your content work harder without piling on the workload?

The answer lies in a Swiss Army Knife approach.

This method of repurposing gives each piece of content multiple uses across different channels, allowing it to go the extra mile and reach audiences in ways that are relevant to them. Instead of crafting one tool for one purpose, every blog, video, or post becomes versatile, working to connect with customers wherever they are in the buying journey.

By combining deep customer insights with a flexible content strategy, you’re able to create valuable, consistent touch-points without doubling the workload. And soon enough, you may even find your customers coming to you, armed with all the right info and ready to buy.

>> Read the full blog: Take a Swiss Army Knife Approach to Your Content