Attending the Do B2B Better Conference
The Do B2B Better Conference showcased industry professionals who are thriving in the B2B industry. The conference highlighted the importance of being a changemaker who can effectively listen to those around them. The day was packed with sessions but also included a short performance from members of the Minnesota Vikings Skol Line, a speech from Minneapolis Mayor Jacob Frey, a live visual artist and an “I Will” wall where attendees could interact throughout the day.
Sessions
Heart of the Company Founder and CEO Jim Tincher spoke about the differences between being a hopeful CX professional and being a changemaker CX professional. Hopefuls are sentiment based while changemakers study the behavioral aspects of their customers. There was an emphasis on emotions being the best way to predict what someone will do. Understanding emotions and working with them is a way to succeed within the industry. He also emphasized that companies must communicate with their customers and learn about their needs. Tincher offered examples of when he himself would shadow industry peers to learn more about what they do and need to complete their projects more effectively.
Nancy Powers, vice president of insights and loyalty at Hagerty, reinforced that people make decisions based on their emotions. She believes that industry professionals must alter their reactions or emotions to the situations their customers are in. Matching your reaction to the situation will let your customers know you are listening, are aware of their situation and are there to support them.
Sam Wegman, vice president of customer experience at Univar Solutions, also mentioned the importance of communicating with customers. It is important for customers to believe their voice matters – because it does. Her team follows up with survey respondents to ensure that they know they’re being heard. Acknowledging responses makes the respondent feel important and also offers the ability to speak with them to gain more insight.
UKG Vice President of CX strategy Roxie Strohmenger believes that in order to be an independent advisor, one must also embrace being a psychologist, marketer, consultant and data scientist. Similar to a psychologist, it is crucial to understand your audience and what resonates with them. As a marketer you should know how to brand and communicate with clients and customers. As a data scientist you must learn to speak to your team and customers in ways they will immediately understand. For example, if they are focused on the numbers, offer charts and statistics. To be a successful consultant, you should have people, observation, problem solving and communication skills.
B2B and CX within the marketing research industry
B2B and CX are becoming more well known in the marketing research industry. In my own experience, I have noticed many industry professionals speak, post and write about them and I am interested to see how they continue to expand in the future.