The Life-Long Customer

“My advice is to have a really good understanding of what your customers’ needs are and what they want, and then deliver that. 

That’s all that really matters.

It’s less about the marketing message and more ultimately about what their customer experience is going to be using your product.”

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“As we scale, one of the things that I'm looking at is how do we start optimizing? Account-based marketing is something that I've been tapping into from the past few years as this sort of gaining steam. But now, particularly if you're a data savvy marketing organization, the amount of data you have, you can bring to bear to kind of get really good and focused on where you're spending money, who you're targeting with emails, with ads, who you're sticking your business development team on with phone calls, and one-on-one emails, and LinkedIn and all that kind of stuff, you can really start to shape the funnel.”

- Josh Epstein, AtScale

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“The worst is maintenance marketing where it just feels like every day is the exact same, and you're sitting in your seat doing the same thing that the person who sat in that seat four years ago was doing.

We're in a place where everything can be reinvented. Everything can be born in a new way. I believe that marketers should look around and think about things that they could do that would make what they're currently doing a little bit different, snazzier. That's one thing I would say pretty consistently I do, and that I ask our team to do.” - Cari Jaquet,  Head of Marketing, Big Panda

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How did your content strategy change in 2020 and 2021?

“Even though we didn't have all the answers, we tried to be very vulnerable and real and saying, "We don't have all the answers, but let's have this webinar. Let's get together and talk about what those answers might look like. Here's what we think is important. Here's what we think you should be thinking about. And we may not know what will happen six months down the road, but at least we can have this conversation today." So we kicked off a webinar series, really right at the beginning of work-from-home and hosted webinars every two weeks for a couple of months and found that it was hugely successful.” 

- Jenna Thomas, Convercent by One Trust

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“What I say to women is, speak in the language of business value.  That’s what will level the playing field.  When you speak ROI, EPS, Free Cash Flow & EBITDA etc.., you are no longer looked at as male or female, but instead viewed as a business person“ 

- Joanne Moretti, Chief Marketing Officer, DecisionLink

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 It starts with listening, not selling. 

According to Ryan George, Chief Marketing Officer for Docupace, the secret to developing a significant lifelong relationship with your customers is to listen to them. By doing so, you gain their trust that you're not just there to sell something but rather to understand their needs and help achieve their goals.

🎧 Listen to our podcast today for meaningful insights and more!

“A long-term relationship is built on trust. I know that sounds very cliche, but young or old, you've got to have trust within those relationships. I think the next one is learning their business. I worked with a lot of financial advisors, really understanding where their challenges are, where their opportunities are and understand their business so they know that whenever I suggest something that I'm actually trying to help them, not just try to sell them something.

And that's the big thing is that it starts with listening, not selling.

If you're like me, I get all sorts of inbound emails that have every AI-generated lead development product in the planet, but the ones that actually pay attention to are the ones that actually identify something that I may be challenged by. That's really how to build that up.”

-Ryan George, Docupace

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“Just spend more time with your existing customers, try to go for beers with them, provide a great experience for them, be available to them. And be an expert that they turn to. Know your space inside out so that you can help them with challenging questions around investment crowdfunding that they might have.

And if you're doing that for them, you're adding value for them, then they're going to be your best source of deal flow and growth.”

-Jonny Price, VP of Fundraising, Wefunder

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Before you initiate any marketing strategy, you should do your homework first. Know your customers at a deeper level to better understand them, strategize, and produce content that's relevant to them or their needs. 

In today's episode, we're having a learning session with Ardath Albee, a seasoned B2B Marketing Strategist and the CEO of Marketing Interactions. 

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What is "employee advocacy"?

In today's podcast episode, we're having an insightful conversation with Laura Moss, EveryoneSocial's Senior Content Marketing Manager. Moss stresses that one of the many benefits of employee advocacy is it brings out true community content and transparency rather than your typical branded content. 

🎧 Want to learn more about employee advocacy tune in to this episode🎧 

Plus, don't miss out on EveryoneSocial's Employee Advocacy Week, a FREE online event happening from September 20 to 24! Hear more from industry experts on employee advocacy and social selling.

“EveryoneSocial, when you come into this space, people are already talking about your company. You can't control what they're saying, but what you can do is make it easy for them to share news about the company. That can be intimidating. I think there's this fear that your employees might post something negative that could hurt the brand. But in reality, it's more important to have your employees, to have your executives, to have every part of your team talking about the company on social media because of the value it brings. There's transparency, and it shows people the faces behind the company. It's not just your social media manager talking about you.”

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To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
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Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond

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In this podcast episode, Jennifer Bellin (Marketing Leader of Artemis Health) shares her insights on the importance of engaging and getting to know your customers. Artemis Health has recently expanded its team as a means of improving its approach to marketing or selling to clients. Through this effort, they aim to know their clients on a deeper level, not only to sell them a service but to also serve them better in achieving their goals. 

“We are growing our SDR team, which is exciting. We have a couple of people today but we want to grow that team to five and get really intentional on a small, targeted list that each of those five is focused on, and helping them to become true experts on those accounts and the buying committee members on those accounts.”

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To listen to more The Life-Long Customer podcast episodes, follow us on LinkedIn
https://www.linkedin.com/company/thelifelongcustomerpodcast/

Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond

#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing