Word of Mouth Tip #154: Fans can help you build anything

When it comes to this word of mouth stuff, we see a lot of BtoB marketers throw their hands in the air and say these ideas will only work for the BtoC folks.

But BtoB brands can have just as much fun.

Take Caterpillar, for example. They’re not exactly what you would call a sexy brand, but that didn’t stop them from getting their customers and partners involved in the design and development of their new CT660 multi-purpose truck.

That’s right, someone used fan feedback and input to build a commercial truck.

From George Taylor, Director of Global On-Highway Truck Group at Caterpillar, as quoted in PSFK:

Throughout the design and development stage of the CT660, we used an online customer panel to get real-time customer feedback on different design elements. This panel allowed us to give vocational truck customers interactive surveys and ensure that we were truly building the product that would make our customers more successful. In fact, we still utilize this online customer panel today to gauge customers’ reaction to new enhancements to the CT660 and to develop initial feedback on our next truck model.

You can do this too. Keep trying, keep experimenting, and give it a shot.

The worst that happens? Nobody talks about it, and you get to try again.

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