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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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Final Thoughts: Staying Ahead

There is no doubt that understanding what matters most to your customers requires an ongoing effort. And, like forming any new habit, you have to be consistent if you want this to become part of your new routine. You may not have a full-time resource dedicated to gathering customer intelligence, which means it’s everyone’s job to seek out and share information across the organisation.

Luckily, there are ways to make it easier to collect information.

Leverage Online Resources

There are hundreds of speciality databases available to collect and capture data about your potential customers. One of the best resources is Hoovers, an online tool that provides validated information and analysis at company level as well as at industry level.

Talk to Customers Whenever You Can

This may seem obvious, and yet it is often the most overlooked method. Are you taking advantage of the events, seminars and tradeshows that your customers attend? For example, we’ve seen many marketers who are standing shoulder to shoulder with potential customers at an event or tradeshow, only to clam up or push some product literature in their prospect’s face. This is a perfect opportunity to pay attention and let your prospect do the talking. Pick up on the language they use, who they view as your competition and what their biggest priorities are.

 
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