Marketers need to own their competency in gathering buyer insight because it is often neglected in favor of other departmental expertise. The buyer’s perspective should guide key decisions.
Once marketers establish themselves as experts in understanding buyer insights, they can influence crucial decisions like market expansion and product innovation, impacting overall success.
To maintain credibility, marketers should frequently communicate findings from buyer interviews, fostering a culture of listening to buyers, especially during discussions where buyer opinions are crucial.
Buyer insights typically remain constant, but significant external events may necessitate updating knowledge through interviews. It's recommended to conduct at least one buyer interview each month.
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