• The Key to Understanding Your Buyers: Stop Selling, Start Listening

    In today’s information-rich environment, buyers are in control of the sales process – so understanding what makes them tick is essential. Buying-cycle changes brought about by the Internet and social engagement are forcing marketers and executives to retrench and place the buyer at the center of their world.

    Savvy organizations win by initiating conversations with customers – would-be and current – then using that intelligence to craft campaigns and communications that speak to buyers in their terms, answer their questions, and meet their specific information needs. The time has truly come to stop selling and start listening.

    At last month’s Technology Executives Roundtable (TER) meeting, Arketi Principal Mike Neumeier, APR moderated a discussion that centered on answering the question: Have we (as marketers) lost the customer amid all our efforts to market to them?

    In this expert panel, participants explain how their organizations are putting an emphasis on listening to customers and marketing to their wants and needs while addressing their fears and concerns.

    Panelists included:

    • Mary Ford, Vice President of Sales Operations – Cbeyond
    • Don Turner, President & CEO – Applied Systems Intelligence, Inc.
    • Neil van Helden, Director of Marketing – Ebix, Inc.
    • Emmy Weber, Vice President of Marketing – Surgical Information Systems
    • Mark Wilson, CEO – eVerifile

    To view the engaging dialogue that unfolded, view the video below.

    Sami Jajeh is the Owner and Principal of Arketi Group, an integrated marketing consultancy that helps business-to-business organizations generate revenue and accelerate growth through intelligent strategy, branding, marketing and public relations. To view all company blogs go to Arketi Group blog site.

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