I recently presented a live webinar on why B2B customer intelligence efforts fail. Thank you to BrightTalk for having me speak as part of their marketing intelligence and analytics summit. See the full recording below – about 45 minutes in length.
Most companies are the center of their own universe. This is the ugly truth plaguing our profession as marketers. But in a dizzying age of marketing technology and data, we have more access to information about our buyers than ever before. Why, then, do so many of our efforts to understand buyers fall short? You’ll learn:
· The top 8 reasons customer intelligence efforts fail
· How to calculate the value of being customer-centric
· Strategies for operationalizing buyer insights