Chad Kiel, Vice President Marketing & Digital Transformation at Endress+Hauser, a leader in industrial process measurement and automation.
Digitalization, AI adoption and process optimization are complex, and the stakes are high. No one wants to be left behind. In terms of business, whoever solves those challenges and places the customer in the best spot to succeed wins.
For buyers and marketers/sellers, steering the era of digital transformation can essentially be summarized using two philosophies. Renowned management consultant Peter Drucker acknowledged that “the greatest danger in times of turbulence is not the turbulence itself, but to act with yesterday’s logic,” and our founder, Swiss engineer Georg H. Endress, indicated that businesses succeed when they first serve, then earn, indicating that decisions that ensure customer success must always be at the forefront.
Without adamantly listening to customers, understanding their pain points and coming across as the expert, it’s difficult to market the optimal solution to their ever-changing needs. With that said, marketing teams should consider themselves architects of customer value through understanding.
The Art Of Collaboration
Perhaps more than ever, buyers and sellers should be thought partners. True value arises when the entities walk side-by-side and develop new ways of thinking—together.
Digital transformation objectives aren’t confined to one business sector. Most customers understand they must holistically evolve. But it’s up to the marketers to listen and educate, build trust and steer buyers toward the path of least resistance. This requires moving beyond engagement methods that lack a more in-depth, personal touch, instead focusing on adopting more outcome-focused approaches like collaborating with customers to understand goals and achieve measurable results.
Regarding digitalization, AI adoption and process optimization, sit down with customers to understand their pain points. Marketing teams can host forums as a key part of this process. These events are venues for feedback and drivers of innovation, which also help set long-term goals. The insights gathered can flow directly into research and development, helping refine offerings and anticipate future needs. The idea is to create a closed loop of listening, learning and leading.
Although a classic approach, annual surveys remain tried and true and can pay dividends. By offering a private space for customers to acknowledge their digital transformation concerns, organizations can learn how end users view or interact with products, services and solutions, setting the stage for high-level decision making. This data can be disseminated throughout an organization, from sales to engineering, to ultimately improve the customer’s processes using their feedback. For example, where should more time and funds be allocated to enhance the customer experience?
The Power Of Continuous Learning
Especially in highly technical markets, knowledge is paramount. Try eliminating silos and focusing on synergy, meaning no one should consider themselves free to disregard learning opportunities outside the scope of marketing and branding. Each member of the organization should be educated on the products their company offers to enhance their ability to serve the customer.
Internally, encourage marketing teams to pursue high efficiency and continuous improvement in all business processes. Standardization, agility and transparency aren’t just operational goals—they’re strategic enablers. Internal learning opportunities can range from in-person product schools to online seminars.
Deeply engaged and knowledgeable people are the core drivers of success. Invest in their development and collaboration, knowing that empowered teams create better outcomes for customers.
Trust As A Growth Strategy
According to MIT Sloan research (paywall), companies renowned for their trustworthiness and customer-centricity tend to thrive. When operations are rooted in collaboration and a genuine desire to help, it becomes a force for transformation. It builds trust. And trust builds business.
In the end, it’s about what the customer hears, understands and acts on. Don’t just communicate, connect. Don’t just promote, collaborate. When companies stay focused on the customer, both entities win.
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?