With more than 130 product lines spanning 12,500 products, the automotive division of TE Connectivity was inherently product-centric. But that approach wasn’t delivering great customer engagement. To turn that around, the automotive marketing team partnered with Forrester.
In this video, Chris Yeadon, head of product marketing for TE’s automotive division, describes how Forrester’s Buyer Audience Framework helped his team rally the organization around the value of buyer centricity. “We work in a very engineering-centric organization … and very often, our colleagues are a little bit skeptical about the value of marketing,” Yeadon says. “The Buyer Audience Framework structure and approach helped us really manage those conversations with our colleagues.” The audience-centric approach has led to stronger customer engagement and better campaign results.
