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