Episode 118: How to run a B2B customer research to make a data driven GTM Strategy with Andrei Zinkevich & Vladimir Blagojević
Nov 14, 2023
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Andrei Zinkevich and Vladimir Blagojević discuss how to run a B2B customer research to support a data-driven GTM strategy. They cover topics such as selecting customers for research, key questions to ask, and processing data to refine GTM strategy. They also discuss building strong customer relationships, understanding buying triggers, and exploring the customer journey in ABM.
Customer research provides valuable insights to develop targeted strategies and improve the go-to-market approach.
Understanding the customer's research process helps shape marketing messaging and engagement strategies.
Prioritizing and turning customer insights into actionable plans involves collaboration, clear objectives, and regular reviews.
Deep dives
Understanding the Importance of Customer Research
Customer research is essential for making informed decisions based on reliable data. Companies often make decisions based on limited data, only seeing a small part of the picture. By conducting customer research, companies can gain deeper insights into their target audience and their needs. Research helps in identifying the triggers that lead to buying decisions, understanding the challenges faced by prospects, and discovering the most effective ways to position and market products. By prioritizing customer research and leveraging the insights gained, companies can develop targeted strategies, improve their go-to-market approach, and drive better results.
The Research Process and Gathering Insights
The research process begins by understanding how customers discover solutions and where they seek information. It involves asking questions about their experiences, challenges, and goals during the research phase. Important insights can be gained by identifying the key touchpoints and communities where prospects engage with relevant content. Understanding the research process helps shape marketing messaging, content creation, and engagement strategies. By analyzing customer insights, companies can tailor their efforts to meet customer expectations and provide valuable content and resources at each stage of the buyer journey.
Turning Insights into Actionable Plans
Once insights are gathered, it is crucial to prioritize and turn them into actionable plans. This involves identifying the insights with the most significant impact and determining the effort, resources, and timeline required for implementation. Working closely with stakeholders, including sales, marketing, and leadership, companies can develop a playbook that outlines specific actions, assigns task owners, sets deadlines, and establishes success metrics. Regular review meetings and retrospectives help monitor progress, make adjustments, and ensure the implementation of effective strategies.
Practical Examples and Applying Insights
To illustrate the process, a concrete example from a B2B company is examined. By understanding the company's buying trigger, such as challenges with generating MQLs, ineffective outbound strategies, and low response rates, companies can create targeted content and campaigns. Researching the customer's research process, including how they discover and evaluate solutions, can help tailor messaging and engage with prospects at critical touchpoints. Insights gained can be transformed into action by prioritizing topics and formats that resonate with prospects, partnering with relevant communities, and refining go-to-market strategies.
Maximizing the Impact of Customer Research
The impact of customer research can be maximized by involving key stakeholders, setting clear goals and objectives, and creating a thorough plan of action. Proactive outreach strategies, such as personalized messages and warm introductions, can facilitate engagement with customers and prospects. Continuous review and analysis of results, along with iterative improvements, ensure the ongoing success of customer research initiatives. By leveraging customer insights effectively, companies can enhance their market positioning, drive customer-centric decision-making, and achieve sustainable growth.
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In the new episode of Fullfunnel Live we're going to cover how to run a B2B customer research to support your GTM strategy with actionable insights.
We'll cover:
What types of customers should you select for customer research? What questions do you need to ask? How to process the collected data and refine your GTM strategy
