72. Better Marketing Through Product, Sales, and Customer Conversations w/ Shanee Ben-Zur

Now more than ever, having a focus on the customer experience matters. If we're not empathetic to what our customers are going through, we won’t just not make a sale, we’ll make an enemy. This timely reminder underscores the importance of customer data as an avenue for relating to the deep needs of the customer. 

 

You’ve heard of account-based marketing and selling… Account-based information ties into the customer experience just as closely.

 

In this episode, I interview Shanee Ben-Zur, Head of Marketing, Media, & Growth at Crunchbase, about using data to develop fuller pictures of your customers:

 

What we talked about:

- Shanee’s A/B test strategy and project team

- CX touches wants, needs, and desires - not just finances

- Organizing and interpreting customer interviews

- Deeply understanding who the customer is means recognizing their stress & problem solving from a desire to help

- If you can’t measure it, should you be doing it?

- Where sales meets marketing meets product



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Om Podcasten

Creating and delivering better experiences for our customers is the single most important thing we can do today. Learn how Sales, Marketing, and Customer Success leaders create internal alignment, achieve desired outcomes, and exceed customer expectations in a personal and human way. The Customer Experience Podcast explores this challenge at various stages of growth as we all work together on the customer journey from acquisition to advocacy. Each episode features topics like: personal touch, human touch, customer journey, lifecycle marketing, sales process, customer service, customer success, raving fans, video email, video communication, B2B sales and marketing, personalization, automation.