If you didn’t make it to the 2017 Forrester B2B Conference this October, you missed out on some priceless advice from world-class B2B marketers. Fortunately, we’ve got you covered!
Entitled “Putting Customer Obsession to Work for B2B Marketing and Sales,” the conference showcased Forrester analysts, company executives and other B2B marketing and sales leaders.
These forward-thinking experts shared cutting-edge strategies to put the customer at the heart of business-to-business marketing campaigns.
Here are some of the wisest words of advice they offered that every healthcare marketer should heed:
- “Don’t try to change everything.” This sage advice was offered by Laura Ramos, Forrester VP and principal analyst. She pointed out that it can be overwhelming to adopt this “inside out thinking” and put customers at the center of marketing strategies. Instead of trying to change everything all at once, she said it’s important to take a gradual approach, focusing first on existing customers and working to turn them into brand advocates. This could be a winning tactic for healthcare marketers operating in a consumer-centric era.
- “Engage the customer the way they want to buy—not the way you want to sell.” Phil Horn, SVP of Sales and Service for the NBA’s Sacramento Kings has adopted digital platforms to help his sellers engage with buyers in more personalized ways. This strategy has helped keep the arena packed with business and family ticket holders. Horn said modern marketers have to connect with customers through social media engagement and other digital strategies because this is how today’s consumers want to buy. I couldn’t agree more. In the healthcare marketing arena, old-fashioned marketing tactics won’t cut it with our tech-savvy customers. We have to connect with them using the platforms and methods they prefer.
- “Make deposits before asking for withdrawals.” Jill Rowley, social selling expert, said it’s absurd for sales people to reach out and ask customers for “ten minutes of your time to learn about your needs.” This is like asking the customer for a withdrawal before you’ve made a deposit. With minimal research, she said marketers and salespeople can pinpoint the issues or pain points of a buyer and then share valuable solutions with them. In other words, make the deposit first!
For more brilliant tidbits of advice, see the full story.