MozCon talk slides from July 18, 2018.

1. @AshleyKGreene #MozCon
Empathy is the ultimate
performance enhancer.

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Empathy drives top
performance.

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Empathy
Pronounced: ˈempəTHē/
“The action of understanding, being aware
of, being sensitive to, and vicariously
experiencing the feelings, thoughts, and
experience of another…"

8. @AshleyKGreene #MozCon

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Empathy-driven marketing
drives the Big Cs of
Performance — clicks,
conversions, and currency.

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Data & Visual Source: Price Intelligently’s 2017 Customer Dev Study

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10+ hours of customer
research monthly drives 30%
more annual revenue
growth.

15. EIA:
Empathy in
Action

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1. Discover a more lucrative audience.
Empathy Approach

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1. Discover more lucrative audience.
2. Determine the best content strategy.
Empathy Approach

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1. Discover more lucrative audience.
2. Determine the best content strategy.
3. Play in a less competitive ball field.
Empathy Approach

22. Business isn’t
B2B or B2C:
It’s H2H

23. Empathy-Driven Marketing
is a Must-Have Today.
1. Buyers demand it.
2. Better ROI on your performance.
3. Protect your career and stay relevant.
#empathyevolution

24. 1. Buyers have more power
than ever before.

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Data Source: Edelman Study

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Data & Visual Source: Price Intelligently’s 2017 Customer Dev Study

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Data & Visual Source: Price Intelligently’s 2017 Customer Dev Study

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Visual adapted from drift.com

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2. Performance ROI on tools
and tactics is declining.

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Credit: James Currier

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33. Jeff Bezos
“Focus on the things
that don’t change.”

34. Tools change fast. People
don’t.

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Image Source: moz.com

36. 3. Stay relevant.

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#empathyevolution

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Empathy is the career skill for
the 21st century.
#empathyevolution

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Sooooo… how do we drive
more clicks, conversions,
and currency with empathy
today?

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Empathy Muscle Building Tip #1
Talk to your customers (in a research
capacity) monthly.

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43. Remember,
you are not
the customer.

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Q1: Walk me through a day in
your life…
Growth Hacks.

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Q2: Walk me through how
you use X today?
Use Case.

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Q3: What’s the #1 challenge
X helps you solve?
Problem.

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Q4: Walk me through your
decision to try X?
Decision-Making.

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Q5: If I could wave a magic
wand and solve problem Y,
what would happen?
Promised Land.

49. Toyota’s 5
Whys
Framework

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1. Walk me through a day in your life…
2. Walk me through how you use X…
3. What’s the #1 challenge X solves for you?
4. Walk me through the decision to try X…
5. If you could wave a magic wand and solve Y…

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Empathy Muscle Building Tip #2
Develop an empathy-driven culture.

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First, make it your individual
goal to improve your
company culture next week.
Image source: http://shopifynation.com

53. Second, make one of your
performance metrics a
customer-driven KPI like
NPS.

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Empathy Hack
Automatically post NPS responses
to Slack.

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Empathy Muscle Building Tip #3
Create automatic empathy loops.

57. Empathy loops
like a VIP program
also drive more
engagement.
Image & Data Source: blog.growthhackers.com
27% more engagement

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Empathy Muscle Building Tip #4
Walk in the customers’ shoes.

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+
Image source: http://shopifynation.com

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Task #1: You’re looking to buy
earphones. Use Google to
research earphones.
User Testing

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Task #2: Try to find earphones that
are right for you.
User Testing

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Task #3: Use Google to find a
good place to buy the earphones.
User Testing

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Task #4: Go through the process to
buy, except final step.
User Testing

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Task #5: Explain what would stop
you from purchasing those
earphones.
User Testing

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1. Talk to customers monthly… in a research capacity.
2. Develop + maintain empathy-oriented culture.
3. Create automatic empathy loops.
4. Be the customer.

67. Flexing Your Empathy Muscles
Copy
Targeting
Flows
Website
Emails
Landing Pages
Keywords
Content
User Intent

68. Empathy =
Arbitrage

69. Empathy =
Performance
Enhancer

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Thank You!
ashley@instratify.co
@AshleyKGreene
#empathyevolution