B2B Customer Insights that Sell: How to Create a Customer Insight Process in Your Organization
An expert panel of marketers from Aeroplan, Canada Post, Yahoo!, BIC and Redwood Custom Communications convened at the Canadian Marketing Association’s ‘Making a Connection with B2B Customers: Finding Insights that Sell’ Roundtable. This paper summarizes their discussion and presents a framework for implementing a process in B2B organizations to gather, assess and prioritize customer insights.
This paper is intended for leaders of B2B marketing and sales organizations. It will help you implement a process to:
1. Leverage the knowledge and resources within your organization to capture customer insights.
2. Identify external sources to augment your knowledge.
3. Determine which insights to act on.
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