The Master Marketer Show

This week, we’re changing things up a bit! In this “POV” episode, we join marketers James Ricks and Joseph Lewin to revisit "Ep. 21 Ryan Gibson - Customer Research Drives Revenue Growth''. We’ll explore even deeper insights in the realm of customer research.

Show Notes

This week, we’re changing things up a bit! In this “POV” episode, we join marketers James Ricks and Joseph Lewin to revisit "Ep. 21 Ryan Gibson - Customer Research Drives Revenue Growth''. We’ll explore even deeper insights in the realm of customer research. 
 
EP. HIGHLIGHTS: APPLY KEY LEARNINGS
 
  • It’s important to NEVER conflate assumptions about customers with systematic, empirically-based, customer research. 
    • If you’re not hearing directly from the customer, you’re operating based on assumptions and guesswork. Can you say waste of time and money?!
    • Don’t know what a customer means? ASK THEM TO CLARIFY. This is such a simple strategy but is still shockingly underutilized. “Tell me more about that.”
 
  • Don’t just ask your customers WHAT they think, but WHY they think it!
  • Every customer delivers helpful insights in their own way.
    • Every customer interview is unique and should be treated as such, before, during and after engagement.
 
  • Use customer interviews to tailor and then incorporate specific, data-driven language in your copywriting. 
 
  • A little thesaurus never hurt anybody! Beware of overutilized industry “buzzwords” in your marketing language:
    • “Comradery”, “storytelling”, “optimize”, “pipeline”
    • Customers see right through these and have a harder time connecting with you when they feel you are not being organic or genuine with them.

  • Make sure that by the end of every customer interview, you have actual ACTIONABLE items and that you can move on, NOT just vague highlights or data patterns. 
    • How to achieve this? Prep for interviews by creating a list of specific objectives to adhere to. 
 
  • Don’t underestimate the value of follow-up interviews! Multi-layered and multi-step interviews with customers tend to reveal insights that are more robust and much further-reaching in their impact.
 
  • When doing customer interviews, make sure to weave in questions that elicit emotional responses as well as fact-based responses. 
    • Asking a customer to clarify how they feel about a particular aspect of their business or project can also round out insights.
 
  • AVOID use of “double-barreled” questions:
    • These are more common than you’d think! These are questions that, despite leaving room for only one answer, are asked in such a way that they touch on multiple issues. 
 
Learn more about James & Joseph:
 
Connect with Mike & Gaby @ Proofpoint Marketing:

Creators & Guests

Host
Mike Grinberg

What is The Master Marketer Show?

Master B2B marketing by learning the MINDSETS, SKILLSETS and TOOLSETS that drive revenue-generating RESULTS.

Each week, we discuss revenue-generating success stories with Masters of B2B Marketing and share insightful strategy, tangible tactics and actionable advice, utilizing the MSTR Framework to help you accelerate growth.

Our goal is to be the podcast top B2B marketers listen to regularly for actionable insights. We want our audience to learn from the Master Marketers that have developed the strategies, executed the tactics and reported on the results.

We’ll use the following framework to guide the conversation:

MINDSETS:
What was your mindset? And more critically, what is the mindset marketing leaders need to have when executing something similar?

SKILLSETS:
What important skillsets were necessary for your success? What skillsets did you have available on your team or within your organization? And what were the skillsets you needed to learn or acquire?

TOOLSETS:
What were the tools you used? What tools did you wish you had? What tools did you use that weren’t necessary or didn’t work as you expected?

RESULTS:
What were the results? What did you learn? What were your metrics for success? The more details you can provide, the better: ROI, Leads, Closed Won Deals, Pipeline Generated, etc.

Episodes are released every Wednesday and are available on our website, LinkedIn, YouTube and all major podcasting platforms.

This is the only podcast that takes you deep into the MINDSETS, SKILLSETS & TOOLSETS the top B2B Marketers use to drive RESULTS!