The Top Marketing Priority of 2016 – Know Customers


Every vendor on Earth wants to sell you software, social apps, and more – except me.

I on the other hand, have no axe to grind.  I share the unvarnished truth on marketing in a new year.  Would love to hear what you think.

I believe that marketing automation, SEO and everything points back to customers.  It was confirmed by Aberdeen, who before Christmas found that 74% of decisions are done before they talk to a salesperson.

Let’s say a four month decision.  What was the customer doing during the first three months – before anyone in your company met them?

If the decision’s done, it’s important to address the research process.

Not what you think.  The way to learn is to go talk to them.

Ask tough interesting questions, such as:

  1. What pain grew severe enough to warrant a replacement?
  2. How was the pain translated into products?
  3. How did that need rise from ‘nice to have’ to ‘must have.’  For instance, fix a car or buy a new one.  Why do each?
  4. What was used to begin the search?  (They may be describing a problem rather than a product.)
  5. How was a selection made?  (Their priorities make a different than what you think.)
  6. Was it successful? How did you measure success?

Once you have those type of insights, you can begin focusing on search, websites, social and more.  You’ll know what terms to use, what engages buyers and more.

What do you think of this idea?  Love to read your comments.

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