We sat down with Alan Hale, president of Consight Marketing Group, to discuss the importance of voice of the customer (VOC) research for B2B companies. Alan is a true expert in the field, and he shared his insights on why customer obsession should be the North star for any business. According to Bain & Company, only 21% of B2B companies identify and act on customer insights. That's a shockingly low number, and it's one of the main reasons why so many businesses fail to succeed in the marketplace. VOC research allows you to make better business decisions, minimize the risk of failure, and differentiate yourself from the competition. Alan breaks down the right way to conduct VOC research, emphasizing the importance of taking an outside-in approach and truly understanding your customers' needs, pain points, and expectations. He also highlights the limitations of relying solely on surveys and why qualitative research is crucial for gaining deeper insights. Tune in and learn: + The 80/20 rule: Why you should focus on your best customers +The 10-30-90 rule: Continuous customer touchpoints for success + Practical examples of how VOC research has helped businesses thrive Whether you're a marketer, business owner, or anyone interested in understanding your customers better, this episode is a must-watch. Alan's wealth of knowledge and real-world examples will open your eyes to the power of customer obsession and the potential pitfalls of marketing malpractice. ----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ ----------------------------------------------------- 00:00:00 Marketing Malpractice: The Shocking Truth About B2B Companies 00:05:10 The Importance of Voice of the Customer (VOC) Research 00:10:20 Taking an Outside-In Approach: Putting Customers First 00:15:30 The Right Way to Do Voice of the Customer Research 00:20:40 Why Surveys Alone Aren't Enough for VOC Research 00:25:50 The 80/20 Rule: Focus on Your Best Customers 00:31:00 A Practical Example: Helping a Company Enter the U.S. Market 00:36:10 The Power of Customer Obsession: Closing the Loop 00:41:20 Overcoming Objections: Why VOC Research Is Worth It 00:46:30 The Importance of Getting Buy-In from Customers 00:51:40 The 10-30-90 Rule: Continuous Customer Touchpoints 00:56:50 A Red Flag Example: Saving a Major Account 01:02:00 Key Takeaways: Customer Obsession Is the Path to Success ----------------------------------------------------- 👥 Are you a B2B marketer in a small team?? 💰 Need to bring in more revenue for your company (so sales and your boss love you??) Get the: 🔹 strategy 🔹 templates 🔹 tools So you have everything you need to drive more revenue for your brand. See why other B2B marketers like you love The B2B Incubator Check out: https://theb2bplaybook.com/demand-generation-course S06 E142 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing #voiceofthecustomer #voc #customerresearch