Newsletter | June 22, 2022

06.22.22 -- What does customer centric really mean?

  In This Issue:  



What exactly does customer-centric mean?


In his book, “The Practice of Management”, published in 1954, Peter Drucker created the professional discipline of management. Drucker’s ideas are the cornerstone for modern business management.


He also introduced the importance of the customer. “It is the customer who determines what a business is, what it produces, and whether it will prosper”.


Sadly, many of us relegate the customer to a tagline in an ad or a target audience description in a campaign plan. How do you think they must feel about that? I recommend you ask them sometime!


However, many also use a customer-centered strategy not only for marketing and sales, but as a foundation of their business model. The most successful B2B organizations place the customer at the center of everything they do in a Peter Drucker style. They apply a deep understanding of their customers to every decision they face.


What are my customer’s biggest challenges?

What will it mean to them to overcome these challenges?

What solutions will best solve their problems?

What opportunities will they pursue when they no longer have these issues?

What will it mean for their lives?

And how can I help them?


The answers to these questions drive research, product and service development, pricing, market size, messaging, sales processes, contracting, customer support—you get the picture—everything about the business. And that is being customer-centric!


In this edition of our newsletter, we seek to humanize our buyers with an introduction to the Follow Your Buyer concept, understanding what buyers really want, and creating in-bound marketing oriented on your buyer’s needs.


If you never want to miss an edition of our newsletter and you haven’t signed up yet, you can do that here: send me the Follow Your Buyer newsletter each week!


Thanks for reading - Perry

Perry Rearick

Chief Editor | Follow Your Buyer


Exclusive Content From Follow Your Buyer
What Does Your Buyer Want To Accomplish?

I recently purchased a new mountain bike from REI, a US-based outdoor gear company that knows how to consistently deliver a great customer experience. They do so by meeting the buyer where they are and helpfully guiding them along their journey.   

If You Want Effective Inbound Marketing, Start With Understanding Your Buyer

For Erin Moore, from Trew Marketing, the road to sales success begins with in-depth customer persona development. Shortcutting this all-important first step nearly always results in poor results when trying to attract and sustain the attention of prospects throughout long, complex buyers’ journeys. Read more to hear how she does it!

Follow Your Buyer: An Introduction For Innovative B2B Marketers

We think marketers – when armed with the right strategy and actionable data – are the lifeblood of successful B2B companies. The Follow Your Buyer methodology reminds marketers why that is true. It’s a methodology developed from more than four decades as a B2B publisher, with insights gleaned from some of the brightest minds in B2B sales and marketing.

Humanize Your Marketing With Buyer Personas

Remember, we’re all people first. Bring that mindset to your content marketing strategy and you will create meaningful, lasting relationships with your customers.