Customer Obsession to Become the New Focus for Leading Marketers

Marketers have come to accept that buyers are now in charge of what they will purchase  and where they’ll purchase it. This power customer1dynamic is in place in both B2C and B2B channels. To stay ahead in this increasingly competitive game, Forrester Consulting says that the best marketers will be employing technology like never before to allow them to be customer-obsessed.

Customer obsession is all about operating in a customer-​centric environment. The other components of the strategy include understanding the customer’s behavior and his or her needs and engaging in a way that addresses the behavior and needs. To succeed, marketers must get their communications right across multiple channels. Forrester research shows that B2C companies, 69%, are handling the multi-​channel marketing demand better than their B2B counterparts (59%). B2C companies are also further along in their management of marketing automation with 56% touting their excellent relationship with the IT department. Only 42% of B2B marketers are making that claim.

A good automated campaign system that rolls out content for each step in the marketing process is a solid way to excel at customer obsession. Companies say they are using these automated campaign types:

  • New customer acquisition 49%
  • New customer activation 47%
  • Customer data gathering 51%
  • Lead nurturing 39%
  • Loyalty/​advocacy/​antichurn 40%
  • Reactivation/​cross-​sell/​upsell 38%

Today, more than ever, marketers must focus on how they’re managing customers in all stages of the sales cycle. The automation of measurement systems for digital campaigns can help them succeed at this daunting task.

Are you taking steps this year to improve your level of customer obsession?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.