For those of you that know us well, you will know we are not always the quietest bunch of people in the world. But when it comes our customers, we would like to think we take the time to stop the chatter and listen to you. And that is exactly what we have done recently.
Over the last month, we have been carrying out client listening with a broad range of customers and contacts both in the UK and globally. Firstly, a massive thank you to all that took part. The interviews were run independently, to gather impartial, qualitative insights into your needs, challenges and priorities. Most importantly, we wanted to hear how we could improve what we do, in order to continue supporting you in the very best way possible.
Some of the things you told us, we’ve already actioned; simplifying our value proposition documents in to visual slides and two-page narratives. Other feedback we are using to build into our plan for the coming year, making sure we can continue to provide our expert, focussed services in the most creative and knowledgeable way possible. For example, using more creative storytelling in what we do.
We have also used the interviews to get a sense of what’s happening in your world, and this is what you told us:
We were delighted to hear that you felt our experience and in-depth understanding of the markets you operate in, along with our partner relationships, were some of the key things that set us apart. We really do pride ourselves on the people we have and, most importantly, their ability to quickly slot in as an extension of your team and mange projects from the top down. Something which you have told us is hugely important, especially within resource light marketing teams or where multiple, often quite senior stakeholders, need engagement.
This is not a one time only exercise. Always listening and taking the time to understand more about you, and your world, will help us remain relevant to your needs and continually improve the support and solutions we provide.
If you would like to share any more of your thoughts about working with us and how we can evolve what we do to help you, please do just drop us a line.
Director and Head of Value Proposition Development
It was refreshing to step away from the desks and head to London for the B2B Marketing Ignite 2018 event earlier this week. It was immense, with streams of eight sessions running back-to-back throughout the day.
From the keynote rousing speech of Rory Sutherland (Ogilvy fame), to an equally wonderful, yet slightly more understated talk on applying ABM principles to content from Julie Wisdom at Alias Partner, it is clear that there is a massive shift underway in our industry but it is not going to happen overnight.
So much great content was sprinkled across the event, and the word on everyone’s lips? Human emotion (ok, so that’s two words but you get my point).
It’s not a new concept, it’s one of those glaringly obvious traits that’s always there, underlying each and every purchase decision, but it was definitely at the forefront of all the seminars.
Understanding the needs, wants and desires of your customers or partners, way beyond technology, is just the beginning of the journey. You need to be able to connect that to what you can do for them, and tell it in a way that feels both personalised and relevant to them. And you need compelling, intelligent content that tells that story in a unique and eye-catching way, hitting the right buttons, at the right time through your buyer’s journey.
So, to the person who said “B2B buyers are predictable as they don’t buy on emotion”. I don’t mean to be rude but I think you are wrong. And I think there is a huge bunch of very talented B2B marketers and agencies out there that would agree with me. Which is the best leap forward for our industry.
Director & Head of Value Proposition Development