In 2021, every marketer is trying to crack the code of who their customers are. What makes them tick, and most importantly, what will make them need your product? But what happens when every one of your customers has a different use case for your product? There’s no one-size-fits-all approach for that situation, so how do you tailor your message to fit their individual needs?

“Getting to know customers is a really critical function for any marketer, and it's something that I encourage across my entire team, regardless of role, you need to get to know the customer.”

Jeff Boehm is the CMO of Formlabs, a professional 3D printing company that is pushing the boundaries when it comes to what can be printed. Formlabs sells to companies across various industries, from dentists to engineers, to architects, so finding a message that works for everyone can be a daunting task. On this episode of Marketing Trends, Jeff explains how Formlabs is getting to know its customer base by implementing a data-driven marketing approach, and he gets deep on the importance of personalizing your marketing messaging to resonate with the customer.

Main Takeaways

• Get to Know Your Customers: When your product or service can be used across various industries, it’s important to understand that your marketing message is not going to work for each customer. Instead of focusing on one specific message, use horizontal messaging tactics where one message can resonate with many customers, but then also implement a more personalized approach where you can so that you can better meet your customers’ needs
• Focus on What Works: Make sure you are focusing your messaging on what is not only more practical for your customers but what is scalable. While Formlabs produces items for various industries, such as movies and TV shows, its primary use case is streamlining manufacturing workflows. Know who your audience is and meet them in the channels that they already frequent.
• Data-Driven 3D Printing: Everything in marketing is moving toward being more data-driven, which is allowing teams the freedom and flexibility to measure their marketing strategies at a grander scale. With that flexibility, encourage your teams to experiment with their strategies to see what is working and what is not working this way you can fail fast and move on to the next strategy that will work.

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