The Life-Long Customer

❗ Don't rest on your laurels. ❗ 

We sit down with Contract Wrangler's Head of Marketing, Steve Moskovitz, who shared with us great pieces of advice in marketing. One of them is about the willingness to take risks. For Moskovitz, taking risks and failing can allow someone to learn new things, determine what works, and move forward.

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"Just do something different. Everybody thinks because it worked for someone else that it should work for them. And I think the one bit of advice I would give everybody is, do not be afraid to fail. If you're going to fail fast, learn from it, move forward.

But too many marketers get stuck in this routine of 'it's what we know and it's comfortable,' and you're going to plateau at some point. And if you want to keep growing and you want to keep challenging yourself, you gotta be able to take those risks. And I always tell my team, if it doesn't work out, sometimes it's a couple thousand dollars , but you know what?

If at the end of the day, it leads to one deal. If we try 10 things, we're able to pay for this and get some ROI at it at one of the 10 pays for the other ones. I'm okay with failing. It's just, you gotta keep trying until you find out what works.”

-Steve Moskovitz, Head of Marketing, Contact Wrangler

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"With AI, we are doing machine learning and building these interesting algorithms, but we also want to make sure the human elements are in there. We want to make sure our customers, the digital transformation team, understand the AI that is happening - Explainable AI."

-Henry Guo, Head of Product - Industrial AI, Petuum, Inc.

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“I want to make sure that everybody we bring in would be willing to run into the burning building to save everybody else, that we build such a tight organization that everybody likes each other, everybody works off of each other's strengths and weaknesses.

At the end of the day, we count on each other. We have to build the team the right way. Sometimes, you have to hold off on hiring until you find the right makeup of a person that is extremely customer-centered.”

-Stephen Pappas

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Travis Tyler, Digital Content Producer at PandaDoc, says do it! In this podcast, Travis shares with us how and why they do what others may call “unorthodox” content as part of their marketing strategy, and many more! 

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“You really have to focus on the entire life cycle of a customer. It's not enough to just say I brought it, the person came, they meet our targeting criteria, and hand it off to sales. I'm done. Congratulations.

You have to worry about “what is that experience for the customer when they get transitioned to sales, when they become a customer, especially when you think about product-led growth”.

You get more from a customer in the sense of their satisfaction and their happiness. When what they signed up for is delivered to them without having to look around for it. So if a customer's looking for a contract template for an NDA and we give it to them, load that contract template for them when they first join the application.

Or if you're at a different company, just deliver on what they asked for.”

-Andy Ramirez, Head of Marketing, Concord

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"If the stories and activities that you do cannot be directly linked to you making more revenue, I would seriously stop what I'm doing right now"

-Steffen Hedebrandt, Co-Founder, Dreamdata

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"We're constantly testing different channels, different messaging; but I think, honestly, content is king - it all comes back to that"

- Roxy Gribben, VP of Marketing, AkitaBox

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Lux Capital’s Chief Marketing Officer, Scott Rubin emphasizes the importance of understanding first your audience so your brand can resonate well with them:

“As with any good storytelling, it starts with understanding your audience. What are you trying to accomplish? Who is that audience? And then figuring out how you're going to resonate with the audience. That for me is the beginning.

This is why I ask founders, when we talk about a funding announcement, what their objective is. It seems like on the surface, the objective is to get the news out about our funding... but that's just a starting point. The real question is, who do you want to be? What do you want people to say about you when you're not in the room?

That's the essence of a brand and that's what I think the key is to that starting point.”

-Scott Rubin, Chief Marketing Officer, Lux Capital

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“I think it's pretty important to build a really close relationship with sales. I've been in places in certain companies where marketing and sales are basically separate entities and if things aren't going well, there's pointing happening to each other.

But I think what I found and something that I'm very proud of that works well at Celigo is that sales and marketing are basically seen as two sides of the same coin. So you have to work extremely closely and you have to understand what is working, what isn't working, get the on the ground feedback, get sales involved in developing some of the marketing programs.

And if things aren't working it's seen as  "Hey, let's fix this together" rather than "what are you guys doing where are our leads?" So I think that's pretty critical. And so I think everything that goes with that is pretty important.”

-Rico Andrade, VP of Marketing, Celigo

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“We're talking about this being the NOW CX movement, where companies are needing to reformulate the way that they are building their support and presale interaction function.

Because those overlapping circles and a lot of companies are getting closer and closer together, especially an e-commerce retailer, that's all they do. So we're launching a category and some of the big things that we're doing, we had a really successful event called momentous 2021. And we're writing a book. We're writing a book on this whole movement that is the NOW CX movement.”

- Daniel Rodriguez, CMO of Simplr

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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