When I first read this article from ZoomInfo that only 23% of B2B marketers say they have a customer-centric structure, I was surprised it was so low.  For me, I struggle to understand how you can be successful in business without being focused on the customer.  Having come from a predominantly B2C background where the customer is king, it's not my way of thinking but when I stopped to consider some of the B2B world, I can understand why this might be so.

However, when studies are suggesting that as many as 94% of B2B buyers conduct research online before they make a purchase, companies need to be 'talking' to their potential customers way at the top of the sales funnel and truly understanding what they want and need.

So what are the lessons B2B marketers can learn?

1. Put the customer before the product

2. Embrace the power of influencers

3. Leverage the power of brand storytelling

4. Use social media to interact with your audience