The document discusses 7 ways for companies to better matter to their B2B customers. It recommends pursuing markets where the company matters most in terms of opportunity and ability. It also suggests understanding customers' needs and wants, delivering value through collaboration, focusing on industry-specific solutions, specializing vertically within industries, and empowering channels through skills development and role-based training. The overall goal is to create relevant interactions that improve a company's ability to execute and build context with its customers.
Messaging Ask customers to describe valueOpen-ended questions in annual surveyCustomer advisory council Trade ShowsMake learning an objectiveAsk questions or give a short (5 questions max) survey before handing out the tchachkis, or organize mixers and events that have information gathering as an explicit objective.Collateral and White Papers Moderated Wiki’s Websites Don't hide customer feedback and support Feature request and comment links on product pages Press Releases Build relationships with customers' and partners' PR staffsAssist partners and customers with replying to PR opportunities. Live Webinars Interactive tools: offer polls, chat, Q&ABefore and after surveys Share the results In-person Events Workshop formatTime to interact Listen and take notes