Buyer Marketing versus Customer-Centric Go-to-Market

June 6th, 2012 by Matthew Rosenhaft Leave a reply »

The Buyer Marketing approach is different than the “customer-centric” approach in that we foster a relationship with a buyer that starts prior to the transaction, even prior to the first contact. The buyer marketing process starts with their problem and anticipating their particular situation. The customer centric approach is centered around the transaction.  You get what you get.  It operates as designed. But more and more, potential  buyers are rejecting the customer-centric transactional approach to the market. Everything that’s wrong with your customer-centric approach to sales and marketing, the market is already telling you:

  • Buyers are rejecting the transactional world view approach because they are being overwhelmed by the sheer number of “look at me” messages. “Open” rates, “click thrus” and tradeshow attendance are all down.
  • Buyers aren’t centered on the transaction, but rather their business problem. Engaging later in the sales process.
  • The transaction is the byproduct of my investment in solving this problem. Driving solution education without vendors.
  • Buyers start with my problem and end with your transaction. Buyers expect understanding of their need, not discover it during the sales process.

Most BtoB organizations have a market translation problem right now as they cannot successfully identify and anticipate a likely buyers needs and communicate that understanding that supports the buyer’s perspective.  In most markets, vendors do not assist buyers with the context of their perspective sufficient to enable buyers to tell the difference between your products and your competitors. They don’t see the difference in solving their problems, just messaging around the transaction. With the widespread usage of social networks, online communities, blogs, and technical forums; the market now has visability and a perception of your company, your transparency and performance even before they talk with your people. You have to be in the right places to influence the sale prior to their defining their requirements or your organization will be forced to accept their perception of what they think they need, the alternatives, and the value whether this perception is correct or not.

Are you practicing Buyer Marketing? Are your company’s sales and marketing activities helping them make better buying decisions? Are you investing in the right activities to enable their buying process?

Matthew Rosenhaft

Matthew is a Social Marketing Executive and is co-founder of Social Gastronomy, LLC and the Social Executive Council. Prior to founding Social Gastronomy, Matthew has over 18 years’ experience as an executive in marketing, product management, and sales. Matthew has an extensive background in the SaaS Software, Social Media, Mobile, IT Services, and Telecom industries. He has prior entrepreneurial experience as a founder and executive in several early-stage venture-backed technology companies, as well as, holds several US patents for a mobile marketing technology. Matthew is a prominent blogger and regular industry speaker on social marketing and strategy topics. Matthew’s blog can be found at www.socialgastronomy.com/blog. For more information on Matthew, you can check out his LinkedIn profile at www.linkedin.com/in/rosenhaft or contact him directly at mrosenhaft@socialgastronomy.com.

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