A manufacturer in Upstate New York wanted to better understand customer needs, wants, and behaviors. The organization wanted to take next steps with a full digital marketing strategy including a focus on SEO, SEM, content, and social strategies but didn’t understand how B2B customer behaved in these areas to ensure the directions they chose were the correct ones.
Advance Media New York developed a customized Voice of Customer (VoC) survey to address the objectives of the manufacturer. The VoC data would be utilized to provide the knowledge and confidence in next steps with digital marketing to ensure the messages and tactics align with customer behaviors and needs. At a more global level, the VoC would assist with customer relationships, marketing ROI, and help understand drivers to loyalty with the manufacturer. This survey was designed in collaboration with Drive Research, our market research partner.