Voice of the Customer: Critical in B2B Marketing
Many marketers work alongside their product development teams, and when a product is ready to release, they share information about what’s new. While existing customers will eventually want access to this information, the challenge with attracting new customers is making them understand your product. To start, it’s important to realize that product development teams know their business, and they know the problems that they are facing. So how can marketers help?
Social media has given vendors a unique opportunity to speak directly with their target audience.?The key to developing this conversation is to speak the language that your customer uses.?Talk about solving business challenges, providing insightful market information, and sharing ideas to avoid costly mistakes—things that your customer is thinking about right now.
If you are investing in content development with the hopes of connecting with new customers, you must remember that the best way to be found is to use the words they are most likely to be entering in their searches. Again and again, our experience has shown that product marketing managers tend to have limited knowledge of how their products are applied by their customers and marketing communication people have even less information on that topic. This is a dangerous mix, because it leads to the development of promotional material that does not connect with prospects.
Next time you’re creating content to attract new customers, think about what would cause them to seek information in an area where your product could be used. Armed with these challenges and a better understanding of how your products are applied, you will be ready to create material to attract prospects and engage them in a discussion. Connecting with prospects on a regular basis and teaching them how to solve their challenges is the best way to sell your products in today’s marketplace. Learn more about the importance of marketing here, or visit our site to get to know our team.