Outside in Marketing: An exploration of customer value
Malcolm debunks the myths about “marketing” as simply promotion and discusses the need to change marketing from product push to a strategic process based on better understanding of customer needs – both explicit and implicit.The workshop explores how externally focused businesses succeed and how effective cross-functional relationships between sales, marketing and customer service can facilitate the delivery of customer value. Malcolm takes a holistic view of the customer and provides practical advice and exercises that business leaders can apply at any scale and in both B2B and B2C businesses.
This workshop will examine what marketing is about:
- Identifying value
- Creating value
- Delivering value
- Communicating value
With an emphasis on the first and last of these; identifying what customers value and ensuring that this value is communicated pre-and post-purchase, consistently and aligned with the business’s value proposition. The workshop will stimulate your thoughts about how three key functions work together (sales, marketing, customer service) and whether they are communicating the right messages at a macro and micro level. The output from this workshop will help to stimulate a different way of thinking for your members and for their customer facing directors. This session takes account of three significant changes in buying behaviour:
- B2B Buyers are 57% of the way through their purchasing decision before they engage with sales
- On average, a B2B customer will regularly use 6 different interaction channels throughout the purchase process, and 66% are frustrated by inconsistent experiences.
- Marketing can now deliver much better targeted, customised messages to individual members of a DMU
A new way of thinking about your business – from the outside in.
Practical ideas about price, value and proposition that will get customer-facing functions to co-operate and help build customer loyalty.
A set of exercises that can be deployed with a top team to gain an holistic and agreed understanding of why customers buy and what messages should be communicated to them at company and individual level.
Outputs from these exercises that will inform sales, marketing and customer service strategies by providing a set of messages tailored to the market segment and individual members of the Decision-Making Unit.
Added August 2017.