Dive summary:
- In a post on his blog, analyst Jeff Ernst says that B2B marketers are "so focused on their initiatives, campaigns, and programs that they have lost sight of the thing that matters most: the customer."
- At a recent summit, marketers weren't able to tell him how their companies capture information about how their customers buy.
- In another session on big data, the marketers were focused on how their own employees would utilize big data for their marketing programs, rather than how it can improve customers' experience at various educational touchpoints.
- Ernst claims the deep understanding of the buyers journey is the B2B marketer's "blind spot", which needs to be rectified to maximize revenue and growth.
From the article:
Last month, I was immersed in face-to-face dialogue with senior B2B marketing leaders from well-known companies who were attending Forrester Forums and FLB events, and one thing was blatantly clear. These leaders are so focused on their initiatives, campaigns, and programs that they have lost sight of the thing that matters most: the customer.
In one setting, I led a discussion group about big data. Rather than debate what big data really means and how it can be captured, I focused on how it could be used.
