The opinions expressed by the bloggers below and those providing comments are theirs alone, and do not necessarily reflect the opinions of Ryma Technology Solutions. As they say, you can't innovate without breaking a few eggs...
Webinar recap– 4 Touchpoints for Buyer Intelligence with Steve Johnson from Primary Intelligence
It was great to have Steve Johnson, formerly of Pragmatic Marketing and now Chief Marketing Officer with Primary Intelligence, present this webinar regarding the issues that companies face in understanding your customers, as well as methods for obtaining buyer intelligence.
While I was out sick for the webinar, our VP of Business Development, Mike Gero, did a great job hosting. You can find the webinar here (mp4, flash) and the slide deck here (pdf).
Steve asked a couple of survey questions to the audience that I thought were quite interesting:
Which customer research methods do you employ?
Which of these methods provides the most insight?
My first thought was, why do companies invest in things they feel don’t provide insight? Is it due to corporate pressure? Is marketing out of touch? Only 12% of you thought customer satisfaction surveys provide insight, but 63% do them anyway. What do you think?
Steve provided commentary on balancing insight, volume and quality to truly understand what customers are looking for – buyers and users never being the same. We also touched on when during a customer cycle – during sales, post sales, during implementation or after - is the best time to talk with customers.
FeaturePlan supports multiple ways to capture customer insight, through our Customer Feedback and Validation Center. This portal provides nine different market gathering/sensing records within FeaturePlan (win/loss templates, call reports, enhancement requests, market research templates, competitive analysis templates, contracts, analyst research, customer relations and incidents) and assists with the product planning activities. If you’re interested in finding out more, contact us for a live demo today.
Interesting article. The most valuable information marketing can deliver to sales is related to a prospect or customers' propensity to buy specific products. B2B Purchase Behavior Data--what companies buy and how thier behavior changes over time--is the most reliable indicator of a propects' intent and/or capacity to buy. Fortunately, B2B purchase behavior data is now available and is rapidly becoming a highly-valuable corporate asset.