What your customers ask, your marketing should know

When buyers ask an AI assistant for suitable logistics providers, a first shortlist can take shape before sales even hears of a need. What that means for companies is the subject of my current article for the BVL, the German Logistics Association.

It is also worth taking a look at your own customer knowledge: What do prospects ask? Which requirements keep existing customers busy? And which arguments help in a sales conversation?

Your CRM holds the knowledge for relevant content

Call reports, notes and e-mail history often hold valuable clues. If customers repeatedly ask, say, for reliable information when shipments are delayed, that is a good reason to pick the topic up on your website or in an article.

That first needs a regular exchange between sales, customer service and marketing. The CRM helps you draw on documented conversations and experience. Down the line, AI analysis could help to recognise recurring topics, trends and tendencies in this information.

The result is content that answers concrete customer questions and makes your expertise easy to grasp. Confidential information stays internal; what gets published are the overarching insights.

So a useful question for your next team meeting is:

Which questions do we hear from customers again and again, and how well do we already answer them publicly?