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LET THERE BE SIGHT 
HOW TO FIX YOUR 
MARKETING BLIND SPOT
3 reasons marketing is harder than ever
1. Competition for attention has 
skyrocketed
my facebook feed (and yours) is a 
combination of personal and 
professional relationships 
a message from a friend
a message from a company
a message from a family member
a message from a company
You are competing for attention against 
people we actually love
You are competing for attention against 
people we actually love 
and that’s incredibly difficult for marketers
2. Marketing and customer service are 
co-dependent
the customers always write
Every customer is a reporter now
3. Marketers are blind to customer 
needs
We are surrounded by data, yet we are 
starved for insights
The people who know what customers 
really want: 
! 
SALES 
OPS 
CUSTOMER SERVICE
The people who know what customers 
really want: 
! 
SALES 
OPS 
CUSTOMER SERVICE 
(not marketing)
Ask yourself this question…..
How much time do you spend talking to 
customers?
How much time do you spend talking to 
the people who spend their time talking 
to customers?
No great customer insights will be 
discovered from behind a desk
Reach out to the people who are 
ALREADY PAYING YOU
Great things happen when you move 
past data and start to find insights
300,000 downloads for 
this app from Vanderbilt 
University Medical 
Center that provides 
real-time lightning 
warnings for youth sports 
coaches. This was built 
only after conversations 
with those coaches 
yielded the insight about 
lightning concerns.
24.7% sales increase for IKEA in Montreal 
when conversations with customers 
yielded an insight that they needed boxes 
to move apartments successfully
As marketers, we think we’ve seen it all, 
but usually we’re blind to 
customer needs
@JAYBAER #OUTREACHMARKETING 
READY TO OPEN 
YOUR EYES?
jay baer 
ConvinceAndConvert.com

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