extreme customer insight: mastering the marketing secret weapon

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