Do you find yourself thinking about customer research and then putting it off? Although manufacturing marketing customer research may seem like something you can put off for now, I recommend you lean into it instead.
Customer retention = Strongest opportunity for growth
Up-selling and cross-selling = Increased revenue and profits
Competitive advantage = Attracting new customers
Showing prospects that you know and understand them will give you a competitive advantage.
You may be thinking, “I know my customers.” And most company leaders do have a handle on their customers. Still, consider these questions before dismissing research:
Customer research can take many shapes. For example, you could survey your customers — and doing routine customer satisfaction surveys is a best practice. But sometimes you need more data and you don’t want to bother your customers. That’s where secondary research and analysis works well.
Collect and record the following for buyers:
Next, conduct an analysis of this information to determine your best customers’ needs and priorities. Use the findings to inform marketing and sales. Convey to customers and prospects that you understand their priorities.
The end result of conducting strategic manufacturing marketing customer research will be robust lists of customers and prospects. Take a look at our marketing automation resources for tips for organizing and using this customer data. And, as always, we’re happy to talk with you.
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With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.
Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.