Welcome!

Agile Computing Authors: Pat Romanski, Liz McMillan, Yeshim Deniz, Elizabeth White, Andy Thurai

Related Topics: Agile Computing

Agile Computing: Blog Post

The Trust Imperative | Part 1

The need for a buyer-centric understanding and appeal is clear

Research from Forrester last year reveals that B2B buyers are frustrated by what they perceive from vendors as an utter lack of understanding regarding their business context.  Instead, buyers lament that vendor communications are too narrowly focused on their own solution, without first gaining an understanding and appreciation of buyer needs and challenges.  In light of these perceived deficiencies, savvy marketers can create a valuable differentiation by crafting buyer-centric, trust-building content which conveys a clear understanding of who the buyer is and what their needs are.  So, too, can marketers engage in valuable sales enablement by working with their counterparts in sales to help them better articulate a buyer-centric message.

And the need for a buyer-centric understanding and appeal is clear.  Forrester’s research reveals that buyers only give a marginal grade of “C” to vendors regarding the vendor’s knowledge of their own products, while flunking them in all of the following buyer-context categories:[i]

  • Knowledgeable about my industry.
  • Knowledgeable about my specific business
  • Can relate to my role and responsibilities in the organization
  • Understands my issues and where they can help
  • Prepared for the questions I ask
  • Has relevant examples or case studies to share with me

Clearly, in order to begin building that vital element of trust, what is needed is a deeper understanding of the complete buyer context from the buyer’s perspective.  Such an approach allows marketers to build trust through understanding and insight, by crafting content that reflect these through their relevance and credibility.

In part 1 of our 3-part series on the buyer-centric formula for creating trust-building content, we address those vital issues of relevance and credibility (read the full market brief here):

Know your buyer’s context – relevance & credibility

Context matters.

To enrich our understanding of our buyer’s context, we must consider it in both the generic and specific senses. The generic context informs our knowledge of the language and issues pertaining to our target buyers’ industry, market(s), and personas, while the specific context addresses the individual’s particular needs and challenges.  And nothing quite replaces the value of learning directly from the source – leading both market research and the sales conversation with questions that dig deep to first flesh out the buyer’s specific context, not only informs that understanding, but also conveys a sympathetic willingness to place listening to the buyer over speaking to the buyer

Active, ongoing research to identify relevant drivers and challenges

Creating relevance requires current, accurate information that paints a complete picture. To this end, carefully select robust, credible, and varied sources. Fleshing out the generic context will help you see beyond the obvious to provide unique insights. Look to industry news, blogs, and analysts for industry insights, but also look to social media to gain the popular perspective. Pay attention to the questions being asked and the content being shared. And also seek to understand overlapping industries and contexts, in an effort to see around the corner to issues that could affect your target market. A well-crafted survey can be a great tool for both customized market research, as well as a vehicle for driving customer engagement.

Own the role of trusted advisor.

Trust

Being diligent in amassing a deep understanding of your buyer’s context, including what motivates their behavior, provides a wealth of valuable intelligence. Use this resource to craft insightful and unique messaging that will see your organization well positioned as a thought leader. From here, sales can speak intelligently regarding your buyer’s full context, from the generic to the granular specific. Coupled with a sympathetic, buyer-centric approach, marketing and sales can both engender confidence in prospective buyers, creating bankable trust and goodwill.

To learn how prospect surveys are exceedingly effective and efficient at gaining the buyer context, read here – or download our market brief The Buyer-Centric Formula for Creating Trust-Building Content”

 

[i] Forrester presentation, Feb 2014 “Improving content and conversation for B2B sales success.” http://www.slideshare.net/poneill1956/improving-content-and-conversation-for-b2b-sales-success

More Stories By Lisa Vitale

Lisa Vitale brings more than 20 years experience creating the strategy behind marketing campaigns which target key accounts and decision makers. Her experience also includes developing strategic plans to advance corporate missions and to promote sustainable revenue, profitability and growth.

Ms. Vitale holds a Bachelor of Science degree in Business Administration from the University of Maine.

She is the founder of the Sudbury Day Festival, a town-wide event celebrating the cultural diversity of Sudbury. She currently sits on the Jean Lind Sudbury Teen Center Advisory board and is a member of EO Boston (Entrepreneurs Organization).

IoT & Smart Cities Stories
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
The challenges of aggregating data from consumer-oriented devices, such as wearable technologies and smart thermostats, are fairly well-understood. However, there are a new set of challenges for IoT devices that generate megabytes or gigabytes of data per second. Certainly, the infrastructure will have to change, as those volumes of data will likely overwhelm the available bandwidth for aggregating the data into a central repository. Ochandarena discusses a whole new way to think about your next...
CloudEXPO | DevOpsSUMMIT | DXWorldEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
All in Mobile is a place where we continually maximize their impact by fostering understanding, empathy, insights, creativity and joy. They believe that a truly useful and desirable mobile app doesn't need the brightest idea or the most advanced technology. A great product begins with understanding people. It's easy to think that customers will love your app, but can you justify it? They make sure your final app is something that users truly want and need. The only way to do this is by ...
DXWorldEXPO LLC announced today that Big Data Federation to Exhibit at the 22nd International CloudEXPO, colocated with DevOpsSUMMIT and DXWorldEXPO, November 12-13, 2018 in New York City. Big Data Federation, Inc. develops and applies artificial intelligence to predict financial and economic events that matter. The company uncovers patterns and precise drivers of performance and outcomes with the aid of machine-learning algorithms, big data, and fundamental analysis. Their products are deployed...
Cell networks have the advantage of long-range communications, reaching an estimated 90% of the world. But cell networks such as 2G, 3G and LTE consume lots of power and were designed for connecting people. They are not optimized for low- or battery-powered devices or for IoT applications with infrequently transmitted data. Cell IoT modules that support narrow-band IoT and 4G cell networks will enable cell connectivity, device management, and app enablement for low-power wide-area network IoT. B...
The hierarchical architecture that distributes "compute" within the network specially at the edge can enable new services by harnessing emerging technologies. But Edge-Compute comes at increased cost that needs to be managed and potentially augmented by creative architecture solutions as there will always a catching-up with the capacity demands. Processing power in smartphones has enhanced YoY and there is increasingly spare compute capacity that can be potentially pooled. Uber has successfully ...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...