The New Rules of B2B Marketing: Dina Otero on Embracing Customer Centricity with ABX

As B2B content marketing has evolved from simply telling buyers what brands want them to know to creating more useful content, there’s been a shift in perspective. Rather than egocentrically pushing out information, smart B2B brands are empathizing with buyers and focusing more on the experiences that marketing can create.

Let’s face it, B2B buyers expect more from the brands they buy from and to meet those expectations, business marketers must embrace a more customer-centric approach to all things B2B marketing.

Dina Otero, VP of Demand Generation at Mission Cloud

At the MarketingProfs B2B Forum, Dina Otero, VP of Demand Generation at Mission Cloud gave a presentation, Embracing Customer Centricity: The New Rules of Marketing that showcased the importance of a customer-centric approach and how ABX (Account Based Experience) plays a role in delivering the kinds of customer experiences that help build brand loyalty, foster positive word-of-mouth, and increase customer lifetime value. Happy customers = more revenue.

There’s a lot to be said on this topic and Dina did a great job of sharing her insights. For those readers who prefer to scan content, here’s a TLDR of this post:

Customer centricity is understanding customers’ situations, perceptions and expectations. It demands that the customer is the focal point of all decisions to create satisfaction and loyalty.
Customer-centric marketing helps build brand loyalty, fosters positive word-of-mouth and increases customer lifetime value.
To become customer-centric, listen to customers, understand their needs, personalize their experience and measure satisfaction.
Ensure every employee lives the customer experience. Build it into your mission and values.
Improve the quality of data and make it consistent and available. Use technology to connect with customers.
Track NPS (Net Promoter Score), capture feedback and make it easy.
Think long term with heartfelt thanks, relational vs transactional approach and increase customer lifetime value.
Account-Based Experience orchestrates relevant actions throughout the customer lifecycle. It results in higher close rates, post sale expansion and better customer experience.
To implement customer centricity: inspire the whole company, build the right team, think sustainable tactics, build content for every stage and implement ABX beyond new logos.

Dina gave her presentation in the context of her work at Mission Cloud, which is a company that provides cloud computing services focused on Amazon Web Services (AWS) and offers solutions including cloud strategy, migration, optimization, and managed services.

What is Customer Centricity?

“Customer centricity is the ability of people in an organization to understand customers’ situations, perceptions, and expectations. Customer centricity demands that the customer is the focal point of all decisions related to delivering products, services and experiences to create customer satisfaction, loyalty and advocacy.” – Gartner

Dina opened with a famous story about my pal Peter Shankman who once tweeted a request to Morton’s Steakhouse that he would like a porterhouse waiting when he landed at Newark airport. And they delivered the steak. Of course this story went viral and served as a great customer “delight” experience.

What can B2B brands learn from that example? Working towards being more customer-centric can create B2B …read more

Source:: Top Rank Blog