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A customer obsessed organization

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A customer obsessed organization

  1. 1. Turn B2B Marketing Into A Customer-Obsessed Organization Executive Overview: The B2B Marketing Playbook by Peter O’Neill and Lori Wizdo August 10, 2016 For B2B Marketing Professionals forrester.com Key Takeaways B2B Marketing Will Become The Steward Of The Customer Relationship The customer needs a champion, and the customer relationship needs a steward. Responsible for content, communication, digital engagement, and delivering on the brand promise, marketing is best suited to serve in that role. B2B Marketing Can Best Lead The Transition To Customer Obsession The transition to a customer-obsessed enterprise will require a wrenching pivot for many B2B companies. B2B marketing leaders are in the best position to lead this transformation by introducing changes that address the needs, desires, and traits of their most valuable customers and most promising target audiences. B2B Marketers Need A Digital Wake-Up Call B2B buyers thoroughly research their buying decisions, both online and off, throughout all stages of the buying process. As B2B buyers demonstrate that they are willing to buy increasingly complex and costly products online, B2B marketers must step up to create a digital experience that attracts, educates, persuades, and, sometimes, closes these digitally empowered customers. Why Read This Playbook The next wave of competitive advantage for business-to-business companies will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what their customers want before their competitors do. This fundamentally changes the role of B2B marketers; they need to evolve from brand stewards, lead generation machines, and sales supporters to architects of customer engagement across the customer life cycle. This playbook provides practical guidance for B2B professionals who are leading and living that transformation.
  2. 2. © 2016 Forrester Research, Inc. Opinions reflect judgment at the time and are subject to change. Forrester® , Technographics® , Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. Unauthorized copying or distributing is a violation of copyright law. Citations@forrester.com or +1 866-367-7378 Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com For B2B Marketing Professionals Turn B2B Marketing Into A Customer-Obsessed Organization Executive Overview: The B2B Marketing Playbook by Peter O’Neill and Lori Wizdo with Laura Ramos, Matthew Camuso, and Rachel Birrell August 10, 2016 Customer Obsession Requires A Marketing Refresh As an informed B2B marketer, you know that business buyers have increasing power over your go-to- market strategy. Boundaries between physical and digital marketing and selling are now irrelevant to them and so are the internal organizational lines and systems that you use to approach them. Firms that thrive in the next decade will be those that build systems of insight and engagement to better engage buyers, delight them with extraordinary user experiences, and win their business and loyalty. To lead this transformation, B2B marketing execs must engineer a number of pivots: ›› From products to customer outcomes. B2B firms that continue to operate within their product and organizational siloes will not connect with buyers, who now care less about product differentiation and most about the ease of doing business. To thrive, customer outreach must demonstrate empathy to their business challenges and responsiveness to their needs — whenever, wherever, and however they reveal those desires. ›› From channel-centric to customer-centric operations. Buyers decide what channels to use to research, interact with, and transact with businesses, and they are seldom consistent in their choice. Through marketing, sales, and any customer-facing interactions, B2B marketers must ensure an exceptional brand experience across mobile, digital, and traditional channels. ›› From a top-notch supplier of leads to an architect of customer engagement. In their rush to standardize, automate, and scale marketing practices as well as show the impact of marketing spend on revenue performance, marketers overlook the opportunity to continue customer communication post-sale in order to build loyalty and generate enthusiastic advocates who extend the reach of their company message. Marketing and transformed sales forces should address customer engagement across the entire customer life cycle.
  3. 3. For B2B Marketing Professionals Turn B2B Marketing Into A Customer-Obsessed Organization August 10, 2016 © 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. Citations@forrester.com or +1 866-367-7378 2 Executive Overview: The B2B Marketing Playbook This Playbook Helps You Drive A New Mindset For The Post-Digital Age Becoming customer-obsessed requires more than solid strategy, process, and technology investments. To ensure expenditures pay off and changes persist, marketers must adopt a new worldview founded on the simple principle that customer obsession occurs when you walk the walk.1 This playbook shows marketers how to reveal the impact of customer obsession on the things that matter most to their executive peers and the board — growth in revenue, profit, and customers. This new B2B marketing mindset focuses on measuring marketing’s contribution to creating exceptional customer experiences as a function of account acquisition and installed base growth. To get there, B2B marketing professionals must: ›› Measure business outcomes, not program outputs. B2B marketers often measure what is convenient and easy; they track and favor quantity over quality. Marketers will only gain respect and avoid being viewed as a cost center when they can quantify how they drive sustainable business development. This playbook shows you how to align marketing activity with business results so that marketing gains credibility and retains budgets. ›› Make marketing more helpful, handy, and human. Customer-obsessed marketers help by designing experiences that let customers address their needs and explore possibilities easily. With creativity and agility, they move from broadcast to personal communications to forge favorable conditions for breeding lifelong customer relationships, while taking a lean approach to marketing. They also put a premium on customer voices and storytelling to create a dialogue that is authentic and empathetic — two values key to creating trust and loyalty. ›› Manage marketing performance across the customer life cycle. Rapid technology and competitive changes, coupled with global service-oriented economies, now put marketing in charge of the buying cycle from their company’s point of view. B2B marketers must calibrate internally focused customer engagement processes to the buyer’s purchase journey, and not vice versa, while extending performance measurement to post-acquisition activity. Forrester Can Help You Become Customer-Obsessed The concurrent assimilation of this new marketing mindset, new mobile, social, and digital marketing techniques, and a staggering set of new marketing technologies will create significant stress for just about every marketing organization. Forrester’s B2B marketing playbook is designed to help you through this journey. Use this bundled body of research to apply our best-practice advice as you progress through the transition (see Figure 1). To achieve a successful outcome, you should: 1. Discover: Map your current state, future vision, and the costs/benefits of getting there. Before you begin to build, re-engineer, or retrofit your marketing processes and organization, this playbook helps you identify your starting point in detail; communicate your vision; and determine the implementation priorities, costs, and expected return on investment (ROI). You will need executive back-up, employee buy-in, and support from all neighboring organizations to be successful.
  4. 4. For B2B Marketing Professionals Turn B2B Marketing Into A Customer-Obsessed Organization August 10, 2016 © 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. Citations@forrester.com or +1 866-367-7378 3 Executive Overview: The B2B Marketing Playbook 2. Plan: Develop your road map to customer-obsessed marketing. Getting the plan right is key to a smooth and successful implementation. Moreover, a proper, detailed plan is a critical communications tool to inform and win buy-in from all stakeholders. To help you, the Plan section provides a series of tools to assess your current state in each of the dimensions; the various ingredients necessary to craft a strategic plan; and the ordered steps you need to follow to develop the implementation road map to execute your vision. 3. Act: Operationalize the transformation with an eye to customer engagement. To help you execute your vision, the Act reports give you a straightforward framework to create, validate, or fine-tune customer-centered marketing programs and processes. It includes advice on how to reorganize marketing and manage the important interfaces with other departments to ensure exceptional customer experiences; a straightforward framework to define and refine your marketing processes by identifying the actions and tasks that have the most impact; and a report that helps you understand both the roots (current strength) and the vision (future strengths) of marketing automation technologies. 4. Optimize: Identify and refine program elements. Once customer obsession becomes core to marketing planning and execution, you can always adjust various dials and levers to get even more mileage out of your strategy. To help you, the Optimize section includes reports that describe techniques and tools you can use to jump-start and sustain the program; comparative metrics from top performers to prove to senior management and executives the full impact of implementing this transformation; and a framework to optimize performance by measuring the things that matter most to your company’s unique goals and business objectives. FIGURE 1 The B2B Marketing Playbook DISCOVER PLAN ACT OPTIMIZE Assessment Strategic Plan Road Map Organization Processes Tools And Technology Performance Management Benchmarks Continuous Improvement Vision Landscape Business Case
  5. 5. For B2B Marketing Professionals Turn B2B Marketing Into A Customer-Obsessed Organization August 10, 2016 © 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. Citations@forrester.com or +1 866-367-7378 4 Executive Overview: The B2B Marketing Playbook Recommendations Use The B2B Marketing Playbook To Accelerate Your Transformation It’s easy to underestimate the scope and range of work that B2B marketers must undertake to adapt to the extraordinary change that the age of the customer demands of marketing strategy, execution, technology, and management. As you embark on this journey, we advise you to: ›› Share this report with your team, sales colleagues, and boss. B2B marketing leaders should use this executive overview as a guide to using the playbook reports that can help transform marketing. However, as noted, there are many parties, with different roles and responsibilities, involved in building, re-engineering, or retrofitting B2B marketing. Share this report with them so that they too can tap the resources that this playbook offers. ›› Step up to leading the charge. In becoming customer-obsessed, the biggest organizational adjustments will happen between sales and marketing, but don’t underestimate the impact on other organizations. Customer obsession places different demands on product management, alters your marketing service procurement model, and consumes capital. As well as articulating and evangelizing the vision for marketing transformation, you also need to carefully manage the change process by maintaining a constant program of communication and engagement with all parties. ›› Develop a marketing automation plan. The out-of-the-box functionality of a marketing automation system provides a baseline customer engagement process. In many companies that haven’t yet defined this process, deploying one almost immediately gives them all the benefits of a managed process, which can evolve as marketers adopt and gain familiarity with the process. But take a strategic perspective and create a marketing automation plan that can drive customer engagement and integrate with all your critical business systems. ›› Find a trusted marketing tech advisor. Rethink your relationship with the CIO’s organization, engage an external service provider, or create a shadow tech management competency in marketing operations. Whatever the source, find your technology champion. ›› Set expectations carefully. Emphasize the value of continuous incremental improvement. The reality is that you are starting on a long journey to transform your marketing organization. Change takes time, investment, and commitment.
  6. 6. For B2B Marketing Professionals Turn B2B Marketing Into A Customer-Obsessed Organization August 10, 2016 © 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. Citations@forrester.com or +1 866-367-7378 5 Executive Overview: The B2B Marketing Playbook Endnotes 1 The post-digital future has arrived with different customer behaviors, attitudes, and business practices. However, decades-old habits forged in the mass marketing era still lie beneath most marketing plans. To win in the age of the customer, marketers need a new perspective, not more technology, guided by three principles: Be human, be helpful, and be handy. See the “Thriving In A Post-Digital World” Forrester report. Engage With An Analyst Gain greater confidence in your decisions by working with Forrester thought leaders to apply our research to your specific business and technology initiatives. Forrester’s research apps for iPhone® and iPad® Stay ahead of your competition no matter where you are. Analyst Inquiry To help you put research into practice, connect with an analyst to discuss your questions in a 30-minute phone session — or opt for a response via email. Learn more. Analyst Advisory Translate research into action by working with an analyst on a specific engagement in the form of custom strategy sessions, workshops, or speeches. Learn more. Webinar Join our online sessions on the latest research affecting your business. Each call includes analyst Q&A and slides and is available on-demand. Learn more.
  7. 7. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Products and Services ›› Core research and tools ›› Data and analytics ›› Peer collaboration ›› Analyst engagement ›› Consulting ›› Events Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations. For more information, visit forrester.com. Client support For information on hard-copy or electronic reprints, please contact Client Support at +1 866-367-7378, +1 617-613-5730, or clientsupport@forrester.com. We offer quantity discounts and special pricing for academic and nonprofit institutions. Forrester’s research and insights are tailored to your role and critical business initiatives. Roles We Serve Marketing & Strategy Professionals CMO ›› B2B Marketing B2C Marketing Customer Experience Customer Insights eBusiness & Channel Strategy Technology Management Professionals CIO Application Development & Delivery Enterprise Architecture Infrastructure & Operations Security & Risk Sourcing & Vendor Management Technology Industry Professionals Analyst Relations 136117

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