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Extreme Customer Insight: Mastering the Marketing Secret Weapon


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We know that understanding customers is the key to better marketing but we don't always get in front of customers as much as we should. Here's how to make customer interaction a habit, what questions to ask and how you can use what you've learned to improve everything (not just your marketing).

Published in: Business

Extreme Customer Insight: Mastering the Marketing Secret Weapon

  1. 1. Master the Marketing Secret WeaponExtreme Customer InsightApril Dunford
  2. 2. Marketing Used to be about Volume
  3. 3. the louder we yelled, the better
  4. 4. but customers got good at Not Listening
  5. 5. Modern Marketing Needs to Be Relevant Interesting Useful
  6. 6. The only way to get there is toReally Understand Your Customers
  7. 7. But
  8. 8. Marketers are Busy
  9. 9. Sometimes we don’t spend enough time with Customers
  10. 10. Is there a fast track toCustomer Insight?
  11. 11. 3 Steps: 1 2 3Make it a Ask Smart Spread itHabit Questions Around
  12. 12. 1Make Talking to Customers A Team Habit
  13. 13. Customer Dinners on the Road User Groups Customer Advisory Boards Customer Night at EventsRegular Customer Interaction Win/Loss Calls Key Account Assignments Customer Call QuotasCustomer Reference Program
  14. 14. 2Conversations that Cover Key Questions
  15. 15. 3 Key Areas of Customer InsightThe Customer The Market The Buying Process
  16. 16. What kind of a person are you? What do you do in a day? What other products do you use? What do you love? Hate? Who Are They?What sites/pubs/newsletters do you read? When do you do your email? Who do you look up to? What events do you attend?
  17. 17. Who/What do we Describe what we do. compete with? If we didn’t exist, what would you use?How do They View the Market?How do you measure the What market are we in? value we provide? How do you describe the benefit of what we do?
  18. 18. How did you know you needed Was there anything that would have something like our solution? stopped you from making the purchase? Did you talk to anyone before yourWhat triggered your search for a solution? decision to buy? How do They Buy?Did you make a short list? What were your short list and Who else was on it? purchase criteria? Did you do research before Who else was involved in the you bought? Where? purchase? How?
  19. 19. 3Sprinkle Customer Insight Everywhere
  20. 20. SharpenYour Messages
  21. 21. Focus Your Marketing Tactics
  22. 22. Remove theRoadblocks In the Purchase Process
  23. 23. Use Your Knowledge to TeachDevelopment, Customer Service, Sales
  24. 24. Build Content Customers Love
  25. 25. April DunfordSign up for our Newsletter at @AprilDunford