On Thursday 16th January I had the opportunity to listen to Forrester analysts Peter O’Neill and Ryan Skinner at the Forrester breakfast briefing, “Optimising Content and Conversation for 21st Century Sales success”.
The agenda focused on the changes B2B businesses must make to satisfy changing buyers. Organisations must transform their current siloed, product-focused content and conversation approaches to a holistic, customer focused messaging strategy.
This blog post explores the following topics which were covered at the event:
- The Age of the Customer
- Customer reference programs in the age of consumer advocacy
- The buyer is in control
- What is lead-to-revenue management?
- How to create your content marketing strategy
- Effective content marketing examples
The Age of the Customer
Peter O’Neill spoke first and stated that we have moved from “The Age of Information” (1990) and entered “The Age of the Customer” (2010). There are four market imperatives that companies must focus on:
- Transform the customer experience
- Embrace the mobile mind shift
- Become a digital disruptor
- Turn big data into insights