Who are your most valuable prospects? ...what are the issues that most concern them? ...what might cause them to take action? ...who will they turn to when they need advice? ...and how and why will they choose if and when to buy?
These questions are going to have to be answered if you want to get connected with more prospects, get considered when they have a problem you can solve, get chosen when the prospect is ready to buy, and get recommended by enthusiastic advocates to new prospects.
What are your customers and prospects really thinking and saying?
If B2B vendors fail to tune in to what their customers and prospects are currently thinking and saying, they have no way of knowing how to prioritise their sales and marketing actions in order to generate the maximum customer value.
But it's not as simple as it sounds. You need to ask the right questions of the right audience in the right way, and there are many potential pitfalls that can blur or distort the feedback from voice of the customer exercises.
Properly and professionally conducted, voice of the customer (and prospect) exercises can provide actionable insights that will allow you to systematically improve marketing effectiveness and increase sales performance.
Inflexion-point voice of the customer research...
We design and implement bespoke voice of the customer research projects for our clients. We leverage our experience to conduct structured interviews with key B2B decision makers and influencers that explore every element of the prospect buying process, with a particular emphasis on understanding the events that caused them to start searching for a solution in the first place.
We identify and explore the key "moments of truth" that most influenced the course and the outcome of their buying process and the events that led to their ultimate decision to buy, or to choose to do nothing. Our process is focused, cost-effective and generates rapid feedback.
Putting the learning to use...
The insights are often profound. Many of our clients find that the success of their marketing and sales activities was being affected by factors that were invisible to them, or had been regarded as insignificant. Every voice of the customer exercise we have ever conducted has generated immediately actionable recommendations.
But there's more to it than that. A systematic programme of voice of the customer research can generate a stream of valuable information that can enable B2B vendors to redesign key marketing and sales processes so as to increase pipeline value, shorten sales cycles and increase sales win rates - and generate a community of enthusiastic customer advocates.
Here's how we might be able to help...
Achieving sales and marketing alignment is particularly important to any organisation that is trying to achieve a step-function improvement in marketing effectiveness or sales productivity, to out-perform strong competitors, or to successfully launch new products or enter new markets.
We've been able to help a growing number of B2B organisations to realise their ambitions by diagnosing and dealing with the constraints that have been holding them back. We may be able to help your company achieve the same. You can learn more about our approach by browsing this website.
When you are ready, please complete our contact form, drop us a line at info@inflexion-point.com or call us on +44 (0) 845 519 0295.
We look forward to finding out more about what you are trying to achieve, to sharing some ideas - and to helping you achieve the benefits of alignment throughout your sales and marketing organisation.