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Posts tagged ‘customer interviews’

16
Mar

Marketers flawed in listening to customers

listening process

When was the last time you listened to a customer?

When was the last time you spoke to a customer? Or let me rephrase that: when was the last time you listened to a customer?

Everyone knows you have to listen to your customers.

Practically the entire business of marketing revolves around customer insight.

The logic is simple: if we can understand them more clearly, then we can better connect with and serve them, with timely, relevant, useful and helpful information.

I love to use the word meaningful content, and so meaningful content is what is needed to connect with them.

Marketers are fooling themselves

Tell me honestly: when was the last time you really listened to customers?

I am not talking about a customer satisfaction survey, a net promoter score, a market research report. Not even a focus group session or formal ITIL “voice of the customer programs”. Read more »

18
Dec

Which Content is Most Relevant to Your Buyers?

yodaProviding enough relevant content to buyers is one of the biggest concerns of marketers today, according to a recent study of CMI.

But how do you know which content is relevant to your buyers?

Showing business value is not differentiating

Building buyer insight is an important activity of marketers, resulting in buyer persona descriptions, or buyer insight maps as I often call them. Based on that buyer insight, content is created that shows the business value of your products or services.

The problem is that your competitors are doing the exact same thing. Read more »