Beyond the understanding of the firmographic and technographic information about your target account, what is required for success of targeted marketing programs is the understanding of the emotional makeup of your customers and also the understanding that customer obsession is central to success in the B2B buyer journey.
Customised research helps fuel empathy and customer obsession through granular level insight about your customer, helping you in connecting the dots of the abundance of information that is available at your fingertips and turning them into actionable insights.
Data from Forrester Research supports the idea that buyer centric firms are more likely to benefit with customer centric firms enjoying loyal customer relationships and see positive revenue growth of 10%.
So how does research fit in empathy and customer obsession?
Research makes you more customer-obsessed through actionable insight, which enables fundamental understanding of your customers, facilitating buyer centric messages and communications at every stage of the buyer journey.
Helps build deep understanding of customers
Deep understanding of customers is fueled through customised research, which is focused on the firmographic and technographic data about the target customer. This leads to understanding of customer’s current and future intentions, revealing the true intentions of the buyer. The revelation of the intent of the buyer leads to the understanding of customer, which fuels customer obsession.
Enables buyer centric messages and communications
Customised research powers you with so much information at granular level, which enables meaningful conversations. You will be able to resonate better with your target account as you have a higher understanding of their business. You will be able to empathise and be customer obsessed as you will have granular level insight before speaking to your target customer. All this combined leads to facilitation of buyer centric messages and communications, which helps you to be buyer centric.
Account Insight helps at every stage of the buyer journey
At every stage of the buyer journey, account insight helps in terms of granular level information about your customer. Continuously updated insight and relevant data about your target account will ensure that your targeted marketing efforts throughout every stage of the sales funnel will be more meaningful and effective, ensuring the success of your targeted marketing program.
Conclusion
Customised research enables you to be more buyer-centric by making your communications more customer obsessed. Moreover, customised research makes you more customer obsessed through helping build deep understanding of customers to facilitate buyer centric messages and communications at every stage of the buyer journey.