Discover Why Changing Consumer Perceptions is a Challenge Without Strong Insights

Understanding Consumer Needs: The Key to B2B Success

EY, one of the largest professional services firms globally, has built its reputation in the B2B sector by deeply understanding its clients and their unique needs. This insight-driven approach is crucial for effectively serving customers and avoiding organizational silos.

The Role of Marketing and Insights

The relationship between the marketing and insights functions at EY is pivotal. According to Piers Newson-Smith, the director of brand strategy and planning for EY UK, and Mark James, the global brand research and insights leader, navigating this relationship is essential for accurately meeting customer demands. Their collaboration ensures that insights are effectively translated into marketing strategies that resonate with consumers.

Through this series, Customer-First Thinking, we will explore how large organizations like EY maintain their focus on insights and adapt to the evolving landscape of customer needs.