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Case Study: In a SaaS World, Customer Feedback Drives Competitive Advantage

by Barbara Bix  |  
May 25, 2010
  |  5,469 views

Most executives would concur that gaining deep insights into customers' preferences at every stage of the buying process is a good idea.

That said, until recently, gathering such information has been both expensive and time-consuming.

Therefore, many technology companies have decided to rely heavily on the second-hand information they've been able to glean from their salespeople—and, to a lesser extent, customer-support personnel—to drive product marketing decisions.

B2B technology companies are increasing their investments in pre-sales customer research

As I discussed in the article "The Secret to Success in a Down Economy: Market Intelligence,"many technology companies are increasing their investments in customer research.


One impetus has been the need to discover ways to differentiate their solutions in an increasingly competitive market. Another impetus has been the declining cost of gathering customer information.

In the past, because months or years elapsed between product releases, the primary focus of customer research was to ensure a successful product launch. Today, however, with the advent of browser-based technologies—such as Web analytics, sales-enablement systems, and customer-relationship-management systems—it's possible for companies to cost-effectively gather customer information at every stage of the buying process.

What that means is that companies can now continually hone their ability to attract qualified leads—and make optimal use of their marketing dollars.


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Barbara Bix is managing principal of BB Marketing Plus, where she helps companies enhance their brands by capturing and enhancing the customer experience.

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  • by Misty Strawser Thu Jul 29, 2010 via web

    Whether it's market insight or new product innovation and implementation, customer feedback is always beneficial. To really understand your customer, though, you need to go to the next level and become more than just a vendor.

    Kelly Jones with the Geehan Group addresses the concept well in her recent blog. Check it out at...

    http://tinyurl.com/32qzsar




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