Tag: customer experience

Jabbering

Fabrizio1 Comment

Your company was established in 1845 by your great-great-great-grandfather and has, since then, achieved tremendous success all over the world.

You have a cutting edge technology that future proofs companies and enhances workforce efficiency and productivity of front-end and back-end employees.

You are going to revolutionise the industry and establish your organisation as the de facto leader in a niche that is recording a CAGR of 55%.

Your team is composed of digital artisans, experts who are passionate about creating bespoke websites and experiences.

Your event features panelists and thought leaders from 126 countries and 456 organisations across 59 industries.

And all everyone else hears is the following.

Note: they focused on customer success too!

A practice of research

Fabrizio1 Comment

What you create is not going to be consumed the way you thought it would.

There is no education. There is no explaining. There is no walkthrough. The only way you address this is by committing to a practice of research.

Ask.

Listen.

Aggregate.

Adjust.

Ask.

Listen.

Aggregate.

Adjust.

It might be that at some point what you create is no longer what you want to create. It is not likely, but it is a possibility.

In that case, move a step away and start over.

Ask.

Listen.

Aggregate.

Adjust.

The dumber marketer

FabrizioLeave a comment

Is being dumb giving you an edge in marketing?

I am not talking about a lack of intelligence, but rather of a genuine, näive ignorance around topics you probably can never be very sure about.

Why is this campaign working?

What do you mean by that word you are using so frequently in your copy?

What is our ideal customer? Where do they hang out? What do they care about?

Why is this blog post performing way above average?

Do our visitors approach our resources in terms of “case studies”, “videos”, and “whitepaper”, or are they seeking information about what type of customer, what use cases, what pain points?

Are we expressing our product this way because it is comfortable for us or because it makes sense to our target customers?

I am not sold on the idea that being certain and confident is a good thing in marketing. What worked yesterday, what is working today, will probably not work tomorrow. What worked for that campaign, will probably not work this time. What worked in one company, will probably not work in the new one.

So, is the dumber marketer the one who is going to ask those questions?

Your winning way

FabrizioLeave a comment

This way of doing marketing does not work for everybody. In fact, it probably would not work for your company.

But it works for Balsamiq.

I guess the point of this story is the following.

Before jumping into a funnel carousel, before starting to talk about MQLs, SQLs, and SAOs, before paying an agency to figure out your business model and your brand, before running around optimizing the optimizable and hacking the hackable. Take a deep breath.

Find a way that works for your customers and for your business. A way that reflects your values, your purpose, the change you want to see in the world. A way that you are proud to promote, that your leadership is proud to promote, that your employees are proud to promote. A way that lets you build a sustainable business where you and your team are the ones defining success.

There is no other way. It’s your winning way.

The first question

FabrizioLeave a comment

If you have an idea to spread, a change you care to see happening, a product to market, the first question should not be “where is my audience?”.

The first question should be “who is my audience?”.

It is a shift in perspective.

From desperately moving from one channel to the next (and mastering none), with messages that are ineffective (because they are either about you or they aim to appeal to too many), to already knowing where you will be tomorrow.

It is the way to become master of your own future.

Many call it strategy.