If you’re in a business-to- business market, how well do you understand your customers’ needs? How would you say those needs have evolved in the last twelve months?
If you’re only using market research and feedback from your salesforce to understand how your customers are changing, you are probably missing a big piece of the picture. With the right approach, you can understand your B2B customers’ needs even better than they themselves do.
Let me give you an example.