By Ed Pierce, Fleet Industry Marketer
In this era of digital marketing, micro-marketing is this decade’s most noteworthy consumer marketing trend.
Yet, customer-centric sales and marketing is a long-time B2B strategy that predates micro-marketing and can deliver the same benefits.
However, the value of a customer-centric approach eludes many B2B organizations, including many in the fleet industry. The problem stems from the typical marketing and sales (or sales and marketing) structure.
The definition of “customer-centric” for marketing has been traditionally focused on identifying and communicating with “target markets” through appropriate media. Messaging is usually based on an understanding of common needs.
The definition of “customer-centric” for sales begins with business relationship mapping that lays out a prospect’s stakeholders, organization, culture, industry, and strategic plan.