Become Customer Centric with your B2B Marketing Strategy


The need to become customer centric with your B2B marketing strategy is now more important than ever. Industrial brands who exist to understand their customers, learn more about their businesses and work to build stronger relationships with them will win with their marketing efforts. This has led us to constantly challenge our clients to develop a B2B marketing strategy that is focused on their “customers” and not “them”. Why you ask?

Because industrial products can be easily commoditised and replicated. Strong customer relationships are extremely hard to break. They work on a value exchange, the delivery of real tangible benefits. Here are six ways to transform your marketing and become “customer centric”. These comprise:

1 – Be Visionaries. You must have a vision. This is critical to your B2B marketing strategy. A vivid mental image of what you want your industrial business to be at some point in the future, based on your objectives and aspirations. Having a vision will give your industrial business a core focus and will stop you heading in different directions. It will also give your people a “purpose”.

2 – Be Scientists. You must conduct experiments with your B2B marketing strategy. Test the markets you serve. Learn and improve. Innovate and introduce new ideas. If we start to think like scientists, creating new ways to serve your customers becomes part of our routine and business process.

3 – Be Optimists. Even in the darkest of times. I’m writing this post whilst isolated like many others. But let’s feast on this uncertainty and push in the presence of difficulties. Look at your biggest disappointments as opportunities to improve. Create momentum in your with your B2B marketing strategy and the rest will follow. They always do!

4 – Be Adaptable. You must pivot and change it up. Be flexible and always responsive to your customers. Ensure you can adapt your capabilities to best serve their needs. They won’t care if you can perform a specific activity unless it’s to their benefit. Adapt your operations to suit their biggest challenges.

5 – Be Radically Open To New Ideas. Stay open to advice and support. If you need help, invest in the smartest people. Let them make you and your business remarkable. Give them permission to be part of your vision. Start to trust them.

6 – Be Confident. Believe in yourself and your business. If you don’t no-one else. Confidence spreads in every business. Back your business, brand, products, services and people. Support your customers. Believe in them and you’ll become very successful with your B2B marketing strategy.

Related: Download your free Marketing Strategy Guide

More Reading: The Quest For Customer Focus

INDUSTRIAL MARKETING STRATEGY GUIDE

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.

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