Your B2B strategy is flawed (if it's not centered on your customer)
- Paola Piccinno
- Jul 8
- 3 min read
In the world of B2B that I see, too many businesses sadly get it wrong, or could do it much better. Some of them are overly obsessed with their own products, their own features, some with their own sales targets. But they're missing the most crucial piece of the puzzle: yes, the customer.
A truly effective B2B strategy isn't about what you want to sell; it's about what your customer needs to solve. It's about shifting from a product-centric mindset to a customer-centric one. This isn't just fluffy marketing-speak (if you know me by now you know I don’t have space for that); it's a fundamental shift that can transform the way you run your business.
Let's start from the beginning: what is customer-centricity in B2B?
It's about putting your customer at the heart of every decision you make. From product development and marketing messaging to sales conversations and post-sale support (yes, you would want to involve your customer success team as well), every touchpoint should be designed to deliver value and build trust.
So, why is customer-centricity so crucial?
It builds deeper relationships: when you genuinely understand your customers' challenges and aspirations, you can build relationships that go beyond a simple transaction. You become a trusted advisor, a strategic partner.
It drives higher ROI: by focusing on the right customers with the right message, you eliminate wasted marketing spend and increase the efficiency of your sales efforts.
It fosters loyalty and advocacy: happy customers who feel understood and valued are more likely to stick with you, expand their business with you, and recommend you to others.
It fuels innovation: deep customer insights are a goldmine for product development and innovation. When you listen to your customers, they'll tell you exactly what they need.
Account-Based Marketing (ABM) is the ultimate expression of customer-centricity
You could have guessed that I was going to get to ABM at this stage. How predictable! Customer centricity is where ABM shines. It's not just a marketing tactic (you might have heard me saying that before); it's a strategic framework for putting customer-centricity into action.
As Oli Hammans and Gabriella Sellers, Global ABM Leaders at EY, recently discussed on the Account-Based Marketing podcast with Momentum ITSMA, their approach is all about "client proximity and commercial focus." They don't just blast out generic campaigns; they curate and personalise their marketing around high-impact, strategic accounts. They identify what's relevant for each client, at the right time.
This isn't about reinventing the wheel for every single account.
Let’s repeat that once again: This isn't about reinventing the wheel for every single account.
It's about leveraging your existing thought leadership, marketing technology, and global brand initiatives, but tailoring them to the specific needs and context of your most valuable clients.
How to build a customer-centric B2B strategy:
Deep dive into customer insights: this is non-negotiable. You need to understand your ideal customer profile (#ICP) inside and out. What are their biggest challenges? What are their strategic priorities? Who are the key decision-makers?
Align sales, marketing, and customer success: everyone needs to be on the same page, working from the same data, and focused on the same customer-centric goals.
Craft personalised value propositions: your messaging shouldn't be about you; it should be about them. How can you help them achieve their goals? How can you solve their specific problems?
Create a seamless customer experience: from the first touchpoint to ongoing support, every interaction should be consistent, personalized, and value-driven.
Measure what matters: don't just track vanity metrics. Focus on KPIs that reflect customer engagement, relationship strength, and, ultimately, revenue impact.
The best B2B brands aren't just selling products; they're building relationships. They're not just pushing features; they're providing solutions. They're not just focused on their own bottom line; they're relentlessly focused on their customers' success. And on solving those challenges that are keeping stakeholders up at night.
Is your business truly customer-centric? If not, it's time for a rethink. Start thinking of ways in which the entire organisation can put your customer at the heart of your B2B strategy and grow sustainably.
