Marketers who put their customers and prospects at the forefront of their strategies are more likely to create marketing that resonates better and is overall more effective. Here we look at five ways to demonstrate a customer-centric mindset in modern marketing.
First, a customer-focused approach should be taken over a selling approach. Consumers today are more knowledgeable and have more options. Instead of trying to sell to them, campaigns should nurture customers over time, helping them form a relationship with the brand so that when they are ready to purchase they come to the company first. To gauge if this is the focus of a business, ask the marketing team how often they are putting customers and prospects first with efforts that help serve them, rather than just trying to sell to them.
Second, customer-centric practices should be utilised. Advanced segmentation, personas, customer journeys and customer stories are all methods to put yourself in the customer's frame of mind when thinking about their needs. Ask the team if they have a disciplined approach to being customer-centric, actively using these practices to ensure relevance and value.
Third, feedback should be gathered regularly. Getting feedback at the end of a campaign or project is not enough. It should be sought out daily, with performance data being looked at and discussed. Ask the team if they have a disciplined approach to gathering and using customer or prospect feedback to continuously improve their marketing efforts.
Fourth, campaigns should be optimised based on the feedback received. If something is not resonating with prospective buyers, it needs to be stopped. Ask the team if they use data and feedback to adapt and adjust their marketing efforts.
Finally, work should be delivered in small increments and tested to see what resonates with customers. Lengthy campaigns are not suitable, with testing and learning what works best being the focus. Ask the team if they are orientated to quickly deliver work in smaller increments, testing and assessing the value it provides.
By taking a customer-focused approach, utilising customer-centric practices, gathering feedback, optimising campaigns and delivering work in small increments, modern marketers can demonstrate a customer-centric mindset in their work.
Originally reported by Martech: https://martech.org/5-signs-of-a-customer-centric-marketing-team/
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