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S H * TA B O U T Y O U R C U S T O M E R S
Y O U D O N ’ T K N O W
M A R K E T E R S ,
T H E R E ’ S A R E A S O N
Y O U R M A R K E T I N G S U C K S :
Y O U R M A R K E T I N G S U C K S :
( N O O F F E N S E )
I T ’ S L I T E R A L LY,
I T ’ S L I T E R A L LY,
E N T I R E LY,
I T ’ S L I T E R A L LY,
E N T I R E LY,
C O M P L E T E LY,
I T ’ S L I T E R A L LY,
E N T I R E LY,
C O M P L E T E LY,
A L L A B O U T Y O U .
I T O TA L LY G E T I T.
Y O U R J O B I S T O M A R K E T Y O U R P R O D U C T S
A N D I ’ M S U R E Y O U R P R O D U C T S A R E G R E AT
O O H L O O K AT T H O S E D O O H I C K I E S
O O H L O O K AT T H O S E D O O H I C K I E S
S U C H FA N C Y T H I N G A M A J I G S
O O H L O O K AT T H O S E D O O H I C K I E S
T H E FA S T E S T F L I M F L A M S
S U C H FA N C Y T H I N G A M A J I G...
O O H L O O K AT T H O S E D O O H I C K I E S
I M P R E S S I V E W I D G E T S , B R U H
T H E FA S T E S T F L I M F L ...
Y O U L O V E T O T E L L T H E
W O R L D A B O U T Y O U .
B U T I T ’ S A C T U A L LY N O T A B O U T Y O U AT A L L .
Y O U ’ V E F O R G O T T E N
W H Y Y O U ’ R E H E R E
I N T H E F I R S T P L A C E .
T H E C U S T O M E R .
T H E C U S T O M E R .
( R E M E M B E R T H E M ? )
W H E N D I D W E F O R G E T T H AT ?
J U S T A R E M I N D E R …
“The aim of marketing
is to know and understand
the customer so well
the product or service
fits him and sells itself.”
- ...
Y O U T H I N K Y O U K N O W Y O U R B U Y E R S .
“ I T D I R E C T O R S ”
“ D E C I S I O N M A K E R S ”
“ M I L L E N N I A L S ”
B U T Y O U D O N ’ T K N O W T H E M AT A L L .
“ M O S T C O M PA N I E S A R E T H E C E N T E R
O F T H E I R O W N U N I V E R S E ”
- A D A M R I C H A R D S O N , F...
I T ’ S I N S A N E
T O T H I N K T H I S I S
G O O D B U S I N E S S
S T R AT E G Y.
Y O U ’ R E D E L U S I O N A L I F Y O U T H I N K
Y O U R ’ E A S I M P O RTA N T T O Y O U R C U S T O M E R
A S T H E ...
O F F Y O U R R O C K E R ,
B AT S H * T E X K I N D O F C R A Z Y
Y O U R
C U S T O M E R S
C A R E A B O U T
T H E M S E LV E S
A N D Y O U ’ R E O N D I F F E R E N T PA G E S
T H E Y
S P E A K
T H E I R
L A N G U A G E
Y O U
TA L K I N
J A R G O N
T H E Y C A R E
A B O U T
A L L E V I AT I N G
A PA I N
Y O U ’ R E
A L L A B O U T
F E AT U R E S
T H E Y
N E E D T O
S O LV E A
P R O B L E M
Y O U B U I LT
T E C H N O L O G Y
A N D N E E D T O
“ F I N D A M A R K E T ”
S U C H A T U R N - O F F.
A N D T H E M O R E W E I G N O R E T H E
P R O B L E M , T H E W O R S E I T G E T S .
“ O U R E M P L O Y E E S
A R E L I K E H O S TA G E S
S U F F E R I N G F R O M
S T O C K H O L M
S Y N D R O M E …
“ O U R E M P L O Y E E S
A R E L I K E H O S TA G E S
S U F F E R I N G F R O M
S T O C K H O L M
S Y N D R O M E …
… T H...
I T ’ S T I M E T O F I X T H I S P R O B L E M .
B E F O R E Y O U R B U S I N E S S PAY S T H E P R I C E .
I T ’ S T I M E T O R E M E M B E R W H O T H I S I S A L L F O R .
T H E C U S T O M E R .
T H E C U S T O M E R .
T H E C U S T O M E R .
L E T ’ S G E T B A C K I N T O U C H
W I T H O U R B U Y E R S
F I N D N E W WAY S T O
U N D E R S TA N D
W H O T H E Y A R E 

( B E Y O N D A J O B T I T L E )
U S E T E C H N O L O G Y T O
U N D E R S TA N D T H E M AT A
D E E P E R L E V E L
A N D M O S T I M P O R TA N T LY
M A K E T H E M T H E C E N T E R
O F O U R U N I V E R S E
L E T ’ S M A K E T H E W O R L D
C U S T O M E R - C E N T R I C .
Katie Martell
Co-Founder, CMO
Cintell
CUT THE SH*T. VOTE FOR THIS SESSION.
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You Don't Know Sh*t About Your Buyers

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Published on

PLEASE VOTE! http://panelpicker.sxsw.com/vote/53313

SXSW Session Description: No offense, but there’s a reason your marketing sucks: it’s all about you.

In today’s world of the ever-connected, information-empowered buyer, you can’t afford to lose their attention like this. Attention is the currency of the information age, and buyers (B2B or B2C) only give attention to the brands who understand them.

This is the only competitive advantage that matters today.

Let's talk about how we got ourselves into a world where consumers inherently mistrust our marketing and expect a new level of customer-centricity.

Let's remember why we're here in the first place and what NEW tactics and technology are emerging to help get this right.

Join this session, and cut the sh*t.

Published in: Marketing

You Don't Know Sh*t About Your Buyers

  1. 1. S H * TA B O U T Y O U R C U S T O M E R S Y O U D O N ’ T K N O W
  2. 2. M A R K E T E R S ,
  3. 3. T H E R E ’ S A R E A S O N
  4. 4. Y O U R M A R K E T I N G S U C K S :
  5. 5. Y O U R M A R K E T I N G S U C K S : ( N O O F F E N S E )
  6. 6. I T ’ S L I T E R A L LY,
  7. 7. I T ’ S L I T E R A L LY, E N T I R E LY,
  8. 8. I T ’ S L I T E R A L LY, E N T I R E LY, C O M P L E T E LY,
  9. 9. I T ’ S L I T E R A L LY, E N T I R E LY, C O M P L E T E LY, A L L A B O U T Y O U .
  10. 10. I T O TA L LY G E T I T.
  11. 11. Y O U R J O B I S T O M A R K E T Y O U R P R O D U C T S
  12. 12. A N D I ’ M S U R E Y O U R P R O D U C T S A R E G R E AT
  13. 13. O O H L O O K AT T H O S E D O O H I C K I E S
  14. 14. O O H L O O K AT T H O S E D O O H I C K I E S S U C H FA N C Y T H I N G A M A J I G S
  15. 15. O O H L O O K AT T H O S E D O O H I C K I E S T H E FA S T E S T F L I M F L A M S S U C H FA N C Y T H I N G A M A J I G S
  16. 16. O O H L O O K AT T H O S E D O O H I C K I E S I M P R E S S I V E W I D G E T S , B R U H T H E FA S T E S T F L I M F L A M S S U C H FA N C Y T H I N G A M A J I G S
  17. 17. Y O U L O V E T O T E L L T H E W O R L D A B O U T Y O U .
  18. 18. B U T I T ’ S A C T U A L LY N O T A B O U T Y O U AT A L L .
  19. 19. Y O U ’ V E F O R G O T T E N W H Y Y O U ’ R E H E R E I N T H E F I R S T P L A C E .
  20. 20. T H E C U S T O M E R .
  21. 21. T H E C U S T O M E R . ( R E M E M B E R T H E M ? )
  22. 22. W H E N D I D W E F O R G E T T H AT ?
  23. 23. J U S T A R E M I N D E R …
  24. 24. “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” - PETER DRUCKER
  25. 25. Y O U T H I N K Y O U K N O W Y O U R B U Y E R S .
  26. 26. “ I T D I R E C T O R S ”
  27. 27. “ D E C I S I O N M A K E R S ”
  28. 28. “ M I L L E N N I A L S ”
  29. 29. B U T Y O U D O N ’ T K N O W T H E M AT A L L .
  30. 30. “ M O S T C O M PA N I E S A R E T H E C E N T E R O F T H E I R O W N U N I V E R S E ” - A D A M R I C H A R D S O N , F I N A N C I A L E N G I N E S
  31. 31. I T ’ S I N S A N E T O T H I N K T H I S I S G O O D B U S I N E S S S T R AT E G Y.
  32. 32. Y O U ’ R E D E L U S I O N A L I F Y O U T H I N K Y O U R ’ E A S I M P O RTA N T T O Y O U R C U S T O M E R A S T H E Y A R E T O T H E M S E LV E S .
  33. 33. O F F Y O U R R O C K E R , B AT S H * T E X K I N D O F C R A Z Y
  34. 34. Y O U R C U S T O M E R S C A R E A B O U T T H E M S E LV E S
  35. 35. A N D Y O U ’ R E O N D I F F E R E N T PA G E S
  36. 36. T H E Y S P E A K T H E I R L A N G U A G E
  37. 37. Y O U TA L K I N J A R G O N
  38. 38. T H E Y C A R E A B O U T A L L E V I AT I N G A PA I N
  39. 39. Y O U ’ R E A L L A B O U T F E AT U R E S
  40. 40. T H E Y N E E D T O S O LV E A P R O B L E M
  41. 41. Y O U B U I LT T E C H N O L O G Y A N D N E E D T O “ F I N D A M A R K E T ”
  42. 42. S U C H A T U R N - O F F.
  43. 43. A N D T H E M O R E W E I G N O R E T H E P R O B L E M , T H E W O R S E I T G E T S .
  44. 44. “ O U R E M P L O Y E E S A R E L I K E H O S TA G E S S U F F E R I N G F R O M S T O C K H O L M S Y N D R O M E …
  45. 45. “ O U R E M P L O Y E E S A R E L I K E H O S TA G E S S U F F E R I N G F R O M S T O C K H O L M S Y N D R O M E … … T H E Y TA K E O N T H E W O R L D V I E W O F T H E I R E M P L O Y E R A N D F O R G E T W H AT I T ’ S L I K E T O B E A R E G U L A R P E R S O N ” - A D A M R I C H A R D S O N , F I N A N C I A L E N G I N E S
  46. 46. I T ’ S T I M E T O F I X T H I S P R O B L E M .
  47. 47. B E F O R E Y O U R B U S I N E S S PAY S T H E P R I C E .
  48. 48. I T ’ S T I M E T O R E M E M B E R W H O T H I S I S A L L F O R .
  49. 49. T H E C U S T O M E R .
  50. 50. T H E C U S T O M E R .
  51. 51. T H E C U S T O M E R .
  52. 52. L E T ’ S G E T B A C K I N T O U C H W I T H O U R B U Y E R S
  53. 53. F I N D N E W WAY S T O U N D E R S TA N D W H O T H E Y A R E 
 ( B E Y O N D A J O B T I T L E )
  54. 54. U S E T E C H N O L O G Y T O U N D E R S TA N D T H E M AT A D E E P E R L E V E L
  55. 55. A N D M O S T I M P O R TA N T LY
  56. 56. M A K E T H E M T H E C E N T E R O F O U R U N I V E R S E
  57. 57. L E T ’ S M A K E T H E W O R L D C U S T O M E R - C E N T R I C .
  58. 58. Katie Martell Co-Founder, CMO Cintell CUT THE SH*T. VOTE FOR THIS SESSION.

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