To know and be known is the essence of a relationship. To know — and understand — your customers, you need to listen to them. It seems so obvious, yet many marketing efforts miss this perspective. For all the claims of being “customer-obsessed,” brand stories focus too much on the brand itself and not the reason for its existence. 

B2B buyers need even more empathy, information and reassurance when deciding to purchase. Here are some key ways to ensure the customer’s voice is captured and conveyed to help establish a long-term, mutually valuable relationship.

1. Recognize who the hero is 

Customers aren’t interested in your story; they’re interested in learning how your product or service will help them survive or thrive in their story, according to Donald Miller, who developed the StoryBrand framework. 

The customer is the hero, while your brand is the guide in navigating and successfully overcoming the customer’s problem. Focus your marketing on making your customer the star, demonstrating the benefits they’ll gain from your brand. Save your company’s story and accomplishments for the boilerplate and your website’s About Us page.

2. Create your customer personas 

Starting out in public relations, knowing your audience is one of the most important lessons you learn and carry with you. For example, don’t pitch a reporter who doesn’t even cover your industry. You have to do research to understand who you need to communicate with, what messages will resonate with them and which channels will be most effective in delivering the messages. 

In addition to demographics, look at psychographics that include values, interests, priorities and also potential objections. Although buyer personas are fictitious representations of customers, they must be based on reality. That means conversing with existing clients and prospects and incorporating those insights into your profiles. 

Dig deeper: How to develop a winning B2B ideal customer profile

3. Build your brand for them 

The art and science of branding is about creating a lasting impression in consumers’ minds, distinguishing your brand’s goods and services from those of others in the market. Again, establishing or refreshing your brand isn’t about you. It’s about your customers. What promise of value are you making to them, and why is that important to them? 

I work with many highly specialized technology companies and organizations that get caught up in their industry’s jargon or way of talking about their products and services. But B2B buyers are humans after all. Be sure the messages you or your agency partners develop are clear and compelling, and don’t shy away from humor or other emotional appeals. Test your concepts with some of your customers, especially if translations will be required for global adoption. 

Dig deeper: Building a brand strategy: Essentials for long-term success

4. Quote them whenever you can

In my first job at a software company, I was the customer communications manager responsible for documenting case studies. This role produced success stories and videos that helped close new business, provided quotes for press releases and publications and featured speakers at our annual user conferences. I talked to hundreds of people who used our software and cultivated relationships that were beneficial in terms of PR for us and them. 

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Nothing is more powerful than your customers’ stories — including reviews and mentions in social media posts. Don’t forget to ask if they’re interested in writing a guest blog. Some organizations won’t go on record. Even if this is a challenge, capture the narratives about the problems solved and the results achieved. This information can still shape your marketing and influence buying decisions, even without revealing the source.

5. Ask for feedback and do something with it 

In the software job I mentioned, I also managed the annual customer satisfaction survey, collaborating with an external firm to update the survey, conduct interviews and provide the results. 

That was a while ago, so numerous tools are now available to digitize informal or pulse surveys and formal NPS and CSAT programs. Integration with CRM and customer success systems is also possible, giving organizations a more comprehensive view of how their products and services are helping customers. 

This feedback — good and bad — needs to make its way to the appropriate departments for action. Commend employees who ensured an implementation occurred on time and within budget and let product management know if there are repeated questions or complaints about a particular feature. 

If your company has a product forum, you’ll want to monitor it for trends and insights and run those up the chain as well. You also might get some good ideas for blogs, webinars or other marketing materials.  

Ensure your marketing efforts reflect the voice of your customers

“What’s in it for me?” This is the fundamental question prospects and existing customers seek to answer when they encounter your marketing, whether that’s your website, a webinar or a conversation. If you don’t clearly articulate how you can solve — or keep solving — their problems and make their lives better, you’ll probably be ignored. 

Avoid wasting time and resources by tuning into your customers and being vulnerable enough to hear what they say. Then harness that information in ways that inspire you, your creative talent, the sales team and those who make your products. Customer-focused, value-based messages will take your marketing where it needs to go.  

Dig deeper: How to build a B2B brand that delivers lasting value

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